The Influence of E-Wom on Tiktok Accounts of Brand Tenue De Attire on Brand Awareness
https://doi.org/10.35877/454RI.daengku2866
Keywords:
Electronic Word of Mouth, Brand Awareness, TikTok, Tenue De Attire.
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Abstract
This study aims to analyze the influence of Electronic Word of Mouth (e-WOM) on the TikTok platform on the Brand Awareness of the Tenue De Attire brand. The methodology used in this research is a quantitative method with data analysis using SPSS23 software and a survey approach involving 385 active TikTok users who have been exposed to content from the brand through a questionnaire. Based on the study titled “The Influence of e-WOM on the TikTok Account of the Tenue De Attire Brand on Brand Awareness,” a strong relationship and positive influence were found between Electronic Word of Mouth (e-WOM) and Brand Awareness. The correlation coefficient analysis yielded a value of 0.800, indicating a very strong relationship. The R-Square (R²) value of 0.641 indicates that e-WOM explains 64.1% of the variability in Brand Awareness. Simple linear regression results show that each one-unit increase in e-WOM increases Brand Awareness by 0.479. The T-test results show a significance level of 0.000 < 0.05 and a t-value of 26.124 > t-table value of 1.9663, indicating that e-WOM has a significant impact on Brand Awareness.
References
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Lestari, E., & Gunawan, C. (2021). Pengaruh E-Wom Pada Media Sosial Tiktok Terhadap Brand Image Serta Dampaknya Pada Minat Beli. JURNAL EKONOMI, MANAJEMEN, BISNIS DAN SOSIAL, 1(2), 75.
Maria, S., Pusriadi, T., & Darma, D. (2019). The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy. KnE Social Sciences, 19(2), 107–122. https://doi.org/10.18502/kss.v4i3.6373
McQuail, D. (2010). McQuail’s Mass CommunicationTheory6th edition.
Mirza, J., & Sudradjat, R. (2023). The Influence of Electronic Word of Mouth ‘Sudut Pandang’ Bandung On TikTok to Brand Awareness. Daengku: Journal of Humanities and Social Sciences Innovation, 3(4), 620–628. https://doi.org/10.35877/454ri.daengku1888
Nabella, B. J., & Jumono, S. (2020). Pengaruhexperiential Marketing, Electronic Word of Mouth Terhadap Purchase Decision Dengan Diintervening Oleh Brand …. JCA of Economics and Business, 1(2), 492–502.
Pamungkas, I. (2023). Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Brand Awareness Pada Perusahaan Kopi Kenangan Universitas Pahlawan Tuanku Tambusai. Jurnal Pendidikan dan Konseling, 5(1), 2461–2468.
Puspitasari, D. (2022). Pengaruh Penggunaan Media Sosial Instagram @halobandung Terhadap Pemenuhan Kebutuhan Informasi Masyarakat Kota Bandung. Convention Center Di Kota Tegal, 6–32.
Putri, S., & Putri, Y. R. (2023). The Effect of Social Media Marketing and Electronic Word of Mouth Through Instagram @menantea.toko on Brand Awareness in Menantea Produtcs Pengaruh Social Media Marketing dan Electronic Word of Mouth Melalui Instagram @menantea.toko Terhadap Brand Awarene. Management Studies and Entrepreneurship Journal, 4(4), 3988–3997.
Raharja, S. J., & Dewakanya, A. C. (2020). Impact of electronic word-of-mouth on brand awareness in the video game sector: A study on Digital Happiness. International Journal of Trade and Global Markets, 13(1), 21–30. https://doi.org/10.1504/IJTGM.2020.104908
Ramirez, D. (2020). User-generated content vs eWord-of-Mouth (UGC vs eWOM).
Sadewi, N. S. (2024). PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP BRAND AWARENESS SOMETHINC PADA MEDIA SOSIAL TIKTOK. 13–37.
Setiawan, F. A. (2020). Pengaruh Iklan Media Luar Ruang “OVO” Terhadap Minat Beli Kopi “Janji Jiwa” ITC Cempaka Mas. July, 1–23.
Setiawan, N. J., & Bernardus, D. (2018). Pengaruh Faktor-Faktor Promotion Mix Terhadap Keputusan Pembelian Forte. Jurnal Manajemen dan Start-Up Bisnis, 3(3), 372–381.
Shabrina, V. G. (2019). Pengaruh Revolusi Digital terhadap Pemasaran dan Perilaku Konsumen. Jurnal Pewarta Indonesia, 1(2), 131–141. https://doi.org/10.25008/jpi.v1i2.16
Sharifpour, Y., Sukati, I., Noor, M., & Bin, A. (2016). The Influence of Electronic Word-of-Mouth on Consumers ’ Purchase Intentions in Iranian Telecommunication Industry. American Journal of Business, 5(3), 1–6.
Sitorus, S. A., Arina Romli, N., Tingga, C. P., Sukanter, N. P., Putri, S. E., Gheta, A. P. K., & Wardhana, A. (2022). Brand Marketing : The Art Of Branding. In M. . Acai Sudirman, S.E. (Ed.), Brand Marketing: The Art of Branding (Nomor January).
Taan, H., Radji, D. L., Rasjid, H., & Indriyani. (2021). Social Media Marketing Untuk Meningkatkan Brand Image. Journal of Management & Business, 4(1), 315–330. https://doi.org/10.37531/sejaman.v4i1.1268
Thompson, K. (2018). Main Characteristics of New Media.
Tindaon, S. S. (2022). Implementasi Inbound Marketing di Era New Normal: Strategi Pemasaran Pada PT. Tama Cokelat Indonesia. SEIKO: Journal of Management & Business, 5(2), 104–115. https://doi.org/10.37531/sejaman.v5i2.3066
Utami, W. T. (2023). INBOUND MARKETING, TRIK PEMASARAN TENUE DE ATTIRE YANG NGGAK KELIATAN KAYAK LAGI JUALAN. Froyonion.com. https://doi.org/https://www.froyonion.com/news/tips/inbound-marketing-trik-pemasaran-tenue-de-attire-yang-nggak-keliatan-kayak-lagi-jualan
Vania Putri, S. (2022). Impact of Electronic Word of Mouth Using Influencers on Brand Awareness and Purchase Intention. Journal of Strategic Communication, 13(1), 11–25.
Ahmadi, M. (2020). Dampak Perkembangan New Media pada Pola Komunikasi Masyarakat. Jurnal Komunikasi dan Penyiaran Islam, 4(1), 26–37.
Alhadi, B. (2023). Ini 3 Contoh Social Media Campaign dari Beberapa Brand yang Berhasil.
Amanah, D., & Harahap, D. A. (2018). Pengaruh Komunikasi Pemasaran Perusahaan terhadap Kesadaran Merek Pelanggan. Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management, 11(3), 207. https://doi.org/10.20473/jmtt.v11i3.9789
Annisa, A. (2019). Strategi Komunikasi Stimulus Respon. https://repository.radenfatah.ac.id/, 26–51.
Azizah, I., & Huda, M. (2022). Pengaruh Content Marketing Of Tiktok Dan E-Wom Terhadap Brand Awareness Dan Minat Beli Produk Umkm Sektor Kuliner Di Kabupaten Pasuruan. JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan), 6(2). https://doi.org/10.29408/jpek.v6i2.6336
Fatharani, N. afina. (2023). PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) SOMETHINC DI MEDIA SOSIAL TIKTOK TERHADAP BRAND AWARENESS. Open Library Telkom University, 3(2), 6.
Firmansyah, A. (2020). Komunikasi Pemasaran. In Jurnal Penelitian Pendidikan Guru Sekolah Dasar (Vol. 6, Nomor August). CV. Penerbit Qiara Media.
Frans, S. O. S. (2023). PENGARUH E-WOM PADA AKUN TIKTOK @SOMETHINOFFICIAL TERHADAP BRAND IMAGE SOMETHINC. Open Library Telkom University, 167(1), 1–5.
Frans, S. O. S., Dianita, I. A., & Arifputri, A. N. (2023). Pengaruh E-Wom Pada Akun Tiktok@ Somethincofficial Terhadap Brand Image Somethinc. Innovative: Journal Of Social Science Research, 3(4), 3930–3938.
Gae Lomi, A., Kasim, A., & Juita L.D, B. (2016). Pengaruh E-Wom. JOURNAL OF MANAGEMENT (SME’s), 2(1), 29–58.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e WOM Scale: word of mouth measurement scale for e services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l’Administration, 27(1), 5–23.
Goyette, I., Richard, L., Bergeron, J., & Marticotte, F. (2010). Word-of-mouth measurement scale for eservice context. Canadian Journal of Administrative Sciences, 27(1), 5–23.
Hasanah, F., & Sudarwanto, T. (2023). Pengaruh Content Marketing Dan Electronic Word Of Mouth (E-Wom) Aplikasi Tiktok Terhadap Impulse Buying Produk Fashion Pada Generasi Z Di Kota Surabaya. Jurnal Ilmiah Wahana Pendidikan, 9(November), 348–360. https://doi.org///doi.org/10.5281/zenodo.10077108
Hoolwerf, K. (2023). How Brands Can Build a Successful TikTok Marketing Strategy in 2024. Dash Hudson.
Huete-alcocer, N. (2017). A Literature Review of Word of Mouth and Electronic Word of Mouth : Implications for Consumer Behavior. 8(July), 1–4. https://doi.org/10.3389/fpsyg.2017.01256
Indrawan, B., & Kaniawati Dewi, R. (2020). Pengaruh Net Interest Margin (NIM) Terhadap Return on Asset (ROA) Pada PT Bank Pembangunan Daerah Jawa Barat Dan Banten Tbk Periode 2013-2017. Jurnal E-Bis (Ekonomi-Bisnis), 4(1), 78–87. https://doi.org/10.37339/e-bis.v4i1.239
Jonathan, V. (2021). Pengaruh Electronic Word of Mouth (e-WOM), Diferensiasi Produk dan Harga Terhadap Keputusan Pembelian Konsumen Aksesoris Mobil Bermaterial Fiberglass pada Aplikasi Bukalapak/Vincent Jonathan/28170064/Pembimbing: Rita Eka Setianingsih.
Karimah, R. H. N., & Fadillah, F. (2023). Buzz Marketing as a new practice of digital advertising: A Study Case on Scarlett Whitening brand. IMOVICCON: International Moving Image Cultures Conference, 2.
Kotler, P., & Keller, K. L. (2016a). Marketing management (15th Editi). Pearson Education.
Kotler, P., & Keller, K. L. (2016b). Marketing Management (15th Editi). England: Pearson Education Limited.
Lestari, E., & Gunawan, C. (2021). Pengaruh E-Wom Pada Media Sosial Tiktok Terhadap Brand Image Serta Dampaknya Pada Minat Beli. JURNAL EKONOMI, MANAJEMEN, BISNIS DAN SOSIAL, 1(2), 75.
Maria, S., Pusriadi, T., & Darma, D. (2019). The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy. KnE Social Sciences, 19(2), 107–122. https://doi.org/10.18502/kss.v4i3.6373
McQuail, D. (2010). McQuail’s Mass CommunicationTheory6th edition.
Mirza, J., & Sudradjat, R. (2023). The Influence of Electronic Word of Mouth ‘Sudut Pandang’ Bandung On TikTok to Brand Awareness. Daengku: Journal of Humanities and Social Sciences Innovation, 3(4), 620–628. https://doi.org/10.35877/454ri.daengku1888
Nabella, B. J., & Jumono, S. (2020). Pengaruhexperiential Marketing, Electronic Word of Mouth Terhadap Purchase Decision Dengan Diintervening Oleh Brand …. JCA of Economics and Business, 1(2), 492–502.
Pamungkas, I. (2023). Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Brand Awareness Pada Perusahaan Kopi Kenangan Universitas Pahlawan Tuanku Tambusai. Jurnal Pendidikan dan Konseling, 5(1), 2461–2468.
Puspitasari, D. (2022). Pengaruh Penggunaan Media Sosial Instagram @halobandung Terhadap Pemenuhan Kebutuhan Informasi Masyarakat Kota Bandung. Convention Center Di Kota Tegal, 6–32.
Putri, S., & Putri, Y. R. (2023). The Effect of Social Media Marketing and Electronic Word of Mouth Through Instagram @menantea.toko on Brand Awareness in Menantea Produtcs Pengaruh Social Media Marketing dan Electronic Word of Mouth Melalui Instagram @menantea.toko Terhadap Brand Awarene. Management Studies and Entrepreneurship Journal, 4(4), 3988–3997.
Raharja, S. J., & Dewakanya, A. C. (2020). Impact of electronic word-of-mouth on brand awareness in the video game sector: A study on Digital Happiness. International Journal of Trade and Global Markets, 13(1), 21–30. https://doi.org/10.1504/IJTGM.2020.104908
Ramirez, D. (2020). User-generated content vs eWord-of-Mouth (UGC vs eWOM).
Sadewi, N. S. (2024). PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP BRAND AWARENESS SOMETHINC PADA MEDIA SOSIAL TIKTOK. 13–37.
Setiawan, F. A. (2020). Pengaruh Iklan Media Luar Ruang “OVO” Terhadap Minat Beli Kopi “Janji Jiwa” ITC Cempaka Mas. July, 1–23.
Setiawan, N. J., & Bernardus, D. (2018). Pengaruh Faktor-Faktor Promotion Mix Terhadap Keputusan Pembelian Forte. Jurnal Manajemen dan Start-Up Bisnis, 3(3), 372–381.
Shabrina, V. G. (2019). Pengaruh Revolusi Digital terhadap Pemasaran dan Perilaku Konsumen. Jurnal Pewarta Indonesia, 1(2), 131–141. https://doi.org/10.25008/jpi.v1i2.16
Sharifpour, Y., Sukati, I., Noor, M., & Bin, A. (2016). The Influence of Electronic Word-of-Mouth on Consumers ’ Purchase Intentions in Iranian Telecommunication Industry. American Journal of Business, 5(3), 1–6.
Sitorus, S. A., Arina Romli, N., Tingga, C. P., Sukanter, N. P., Putri, S. E., Gheta, A. P. K., & Wardhana, A. (2022). Brand Marketing : The Art Of Branding. In M. . Acai Sudirman, S.E. (Ed.), Brand Marketing: The Art of Branding (Nomor January).
Taan, H., Radji, D. L., Rasjid, H., & Indriyani. (2021). Social Media Marketing Untuk Meningkatkan Brand Image. Journal of Management & Business, 4(1), 315–330. https://doi.org/10.37531/sejaman.v4i1.1268
Thompson, K. (2018). Main Characteristics of New Media.
Tindaon, S. S. (2022). Implementasi Inbound Marketing di Era New Normal: Strategi Pemasaran Pada PT. Tama Cokelat Indonesia. SEIKO: Journal of Management & Business, 5(2), 104–115. https://doi.org/10.37531/sejaman.v5i2.3066
Utami, W. T. (2023). INBOUND MARKETING, TRIK PEMASARAN TENUE DE ATTIRE YANG NGGAK KELIATAN KAYAK LAGI JUALAN. Froyonion.com. https://doi.org/https://www.froyonion.com/news/tips/inbound-marketing-trik-pemasaran-tenue-de-attire-yang-nggak-keliatan-kayak-lagi-jualan
Vania Putri, S. (2022). Impact of Electronic Word of Mouth Using Influencers on Brand Awareness and Purchase Intention. Journal of Strategic Communication, 13(1), 11–25.
Published
2024-07-31
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How to Cite
Kunto Ayla Balqiya Vietrandita, Indria Angga Dianita, & Chairunnisa Widya Priastuty. (2024). The Influence of E-Wom on Tiktok Accounts of Brand Tenue De Attire on Brand Awareness . Daengku: Journal of Humanities and Social Sciences Innovation, 4(5), 836-851. https://doi.org/10.35877/454RI.daengku2866
Copyright (c) 2024 Chairunnisa Widya Priastuty, Kunto Ayla Balqiya Vietrandita, Indria Angga Dianita
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