The Effect of Electronic Word of Mouth on Brand Attitude and Purchase Intention of Healthy Food Products

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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Bibliographic Details
Main Authors: Lisnawati Lisnawati, Anton Agus Setyawan
Format: Article
Language:English
Published: Universitas Proklamasi 45 Yogyakarta 2024-12-01
Series:Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship
Subjects:
e-wom
brand attitude
purchase intention.
marketing
healthy food product
Online Access:https://ejournal.up45.ac.id/index.php/maksipreneur/article/view/1970
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