The Effect of Electronic Word of Mouth on Brand Attitude and Purchase Intention of Healthy Food Products
The research aims to highlight the effect of e-WOM on brand attitude and purchase intention for healthy food products, particularly on the TikTok platform. The development of digital technology has changed the way consumers receive information and make purchasing decisions, especially among the youn...
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| Format: | Article |
| Language: | English |
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Universitas Proklamasi 45 Yogyakarta
2024-12-01
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| Series: | Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship |
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| Online Access: | https://ejournal.up45.ac.id/index.php/maksipreneur/article/view/1970 |
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| _version_ | 1850101480417132544 |
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| author | Lisnawati Lisnawati Anton Agus Setyawan |
| author_facet | Lisnawati Lisnawati Anton Agus Setyawan |
| author_sort | Lisnawati Lisnawati |
| collection | DOAJ |
| description | The research aims to highlight the effect of e-WOM on brand attitude and purchase intention for healthy food products, particularly on the TikTok platform. The development of digital technology has changed the way consumers receive information and make purchasing decisions, especially among the younger generation. A quantitative research approach was adopted for this study, using surveys as the primary method. The sample consisted of 160 respondents selected through purposive sampling based on specific criteria such as age, occupation, frequently used social media, and preference for healthy food products. The results showed that e-WOM significantly influenced brand attitude and purchase intention. The conclusion highlights the importance of streng-thening e-WOM marketing strategies on TikTok to encourage positive reviews and companies can enhance their brand position in the market. This research is expected to help business practitioners design effective marketing strategies using e-WOM as a promotional medium. |
| format | Article |
| id | doaj-art-35d004c93abc4f5dbaeec51abf89d1f1 |
| institution | DOAJ |
| issn | 2089-550X 2527-6638 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Universitas Proklamasi 45 Yogyakarta |
| record_format | Article |
| series | Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship |
| spelling | doaj-art-35d004c93abc4f5dbaeec51abf89d1f12025-08-20T02:40:00ZengUniversitas Proklamasi 45 YogyakartaJurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship2089-550X2527-66382024-12-0114114916210.30588/jmp.v14i1.19702161The Effect of Electronic Word of Mouth on Brand Attitude and Purchase Intention of Healthy Food ProductsLisnawati Lisnawati0Anton Agus Setyawan1Muhammadiyah University of SurakartaMuhammadiyah University of SurakartaThe research aims to highlight the effect of e-WOM on brand attitude and purchase intention for healthy food products, particularly on the TikTok platform. The development of digital technology has changed the way consumers receive information and make purchasing decisions, especially among the younger generation. A quantitative research approach was adopted for this study, using surveys as the primary method. The sample consisted of 160 respondents selected through purposive sampling based on specific criteria such as age, occupation, frequently used social media, and preference for healthy food products. The results showed that e-WOM significantly influenced brand attitude and purchase intention. The conclusion highlights the importance of streng-thening e-WOM marketing strategies on TikTok to encourage positive reviews and companies can enhance their brand position in the market. This research is expected to help business practitioners design effective marketing strategies using e-WOM as a promotional medium.https://ejournal.up45.ac.id/index.php/maksipreneur/article/view/1970e-wombrand attitudepurchase intention.marketinghealthy food product |
| spellingShingle | Lisnawati Lisnawati Anton Agus Setyawan The Effect of Electronic Word of Mouth on Brand Attitude and Purchase Intention of Healthy Food Products Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship e-wom brand attitude purchase intention. marketing healthy food product |
| title | The Effect of Electronic Word of Mouth on Brand Attitude and Purchase Intention of Healthy Food Products |
| title_full | The Effect of Electronic Word of Mouth on Brand Attitude and Purchase Intention of Healthy Food Products |
| title_fullStr | The Effect of Electronic Word of Mouth on Brand Attitude and Purchase Intention of Healthy Food Products |
| title_full_unstemmed | The Effect of Electronic Word of Mouth on Brand Attitude and Purchase Intention of Healthy Food Products |
| title_short | The Effect of Electronic Word of Mouth on Brand Attitude and Purchase Intention of Healthy Food Products |
| title_sort | effect of electronic word of mouth on brand attitude and purchase intention of healthy food products |
| topic | e-wom brand attitude purchase intention. marketing healthy food product |
| url | https://ejournal.up45.ac.id/index.php/maksipreneur/article/view/1970 |
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