The Effect of eWOM on Consumer Purchase Intention for Richeese Factory in Bandung via TikTok

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Consumer purchase intention increased with higher credibility in information, and engaging content is prioritized over mere details.
Key evidence shows that Information Adoption and Credibility significantly impact purchase intention in TikTok users aged 18–30.
Analysis used structural equation modeling with partial least squares, focusing on 253 TikTok users' responses to surveys.
Study suggests enhancing influencer-driven content on TikTok could improve consumer engagement and purchase decisions.],
simple_explanation
Social media like TikTok has changed how people decide what to buy. This research shows that when users find information credible, they are more likely to purchase from Richeese Factory. It highlights that fun and engaging content is more important than having all the facts. This means companies need to focus on making their messages entertaining to attract buyers. 📱

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Survey analysis shows eWOM influences purchase intention in TikTok users, indicating credibility matters more than information quality.

Roberta et al. (2025) studied this question.

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