The Influence of E-WOM #PakaiSomethinc towards Consumer Perception
PUTRI SHINTA BELLA HARAHAP

Informasi Umum

Kode

23.04.6397

Klasifikasi

000 - General Works

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Communication In Marketing, Marketing Managemen,

Dilihat

10 kali

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Abstraksi

<p style="margin-left:49.65pt;">This study aims to investigate the effect of electronic word of mouth (E-WOM) variables on consumer perceptions of the advertisement for the Something brand with the hashtag #PakaiSomething on TikTok social media. This research was conducted using quantitative methods with descriptive research types. The sampling technique used in this study is probability sampling with simple random sampling technique. The analysis technique uses the Normality test, heteroscedasticity test, correlation coefficient test, coefficient of determination, simple linear regression. The findings in this study indicate that the electronic word of mouth strategy which includes the quantity, credibility, and quality of information contained in the #PakaiSomething campaign on the TikTok platform can significantly influence consumer perception, which can encourage consumer confidence in the campaign shown through TikTok videos and can increase their interest in buying the products launched by Somethinc. This research is able to make a theoretical contribution to the literature and practically for Something to strengthen its brand and products so that the E-WOM strategy can run successfully and be able to create a positive impression in the minds of consumers.</p>

<p style="margin-left:49.65pt;"> </p>

<p style="margin-left:49.65pt;"><strong>Keywords: Advertising, Consumer Perception, Electronic Word of Mouth</strong></p>

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