Influence Of Brand Image And Word Of Mouth Communication On Purchase Decision In Tiktok Shop

Authors

  • Diana Novita Universitas Esa Unggul, Jakarta 11510, Indonesia
  • Jeni Andriani Universitas Pamulang
  • Nafisah Yuliani Universitas Persada Indonesia Y.A.I

Abstract

Since customers may have different views of your brand, it is important to strive to maintain a consistent brand image. Companies spend a lot of time planning brand personality, voice and brand positioning in the market. All of these help customers interact with your brand and perceive your brand, and ultimately form a brand image. Some of the power of e-commerce also involves the promotion of brand image. One of the powers of marketing products is word of mouth. Because of this power, people will automatically get testimony from real buyers and use the product itself. Most people believe in his marketing strategy. This study examines the influence of brand image and word of mouth communication on product purchasing decisions for consumers through Tiktok shop. The data used in this study were obtained from a questionnaire made using google form. with the number of respondents as many as 89 people. Where the method that use in this study is descriptive analysis method based on the google form data that we collected. The respondens consist of students, lecture, worker, housekeeper and etc. They came form different age, work, envirotment and experiences of using the Tiktok app.

Keywords: Tiktok shop, brand image, word of mouth, advertisement, buying decision.

References

K. Kotler, Philip, Keller, Manajemen Pemasaran, 13th ed. Jakarta: Erlangga, 2009.

Deny Danar Rahayu, “Pengaruh Word of Mouth dan Brand Community Komunitas Sepak Bola di Pekanbaru.,†J. Ekon. Jur. Manaj. Fak. Ekon. Univ. Riau, Pekanbaru., vol. 22, no. 1, p. 3, 2014.

Nugroho J. Setiadi., Perilaku Konsumen., Edition 1. Kencana Pernada Media Group, 2008.

L. & L. L. K. Schiffman, Perilaku Konsumen, 7th eeedit. Jakarta: indeks, 2007.

E. S. Camelia Hasena, “Leveraging Electronic Word of Mouth on TikTok: Somethinc Skin Care Product Innovation to Increase Consumer Purchase Intention,†Hasanuddin Economics and Business Review 05:1, 19–25, 2021.

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Published

2021-12-21

Issue

Vol. 2 No. 1 (2021): HUMANIS (Humanities, Management and Science Proceedings)

Section

Articles

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Open Access

HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.

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