Purchase intention of skincare: The role of electronic word of mouth in Tiktok

Main Article Content

Alodia Lastri Dwiputri
Syahputra Syahputra


Product for taking care of our skin or skincare products, are one of the most traded products internationally and account for 36,1% of the total cosmetic export and import globally products including to Indonesia. There are many skincare companies that do marketing and utilize electronic word of mouth (e-WOM) using social media. With the aim of determining the influence of e-WOM (quality, quantity, and credibility) in Tiktok on the purchase intention of skincare X products, this study was conducted by collecting research data through the distribution of questionnaires and sampling as many as 445 respondent using the purposive sampling methods. The method that used for analysis is a multiple regression analysis test and is processed by SPSS 26 software. The results of the study for descriptive analysis show that e-WOM quality and credibility are in the "good" category, while e-WOM quantity is "very good". Judging from the data regarding multiple linear regression analysis, simultaneously e-WOM quality, quantity, and credibility have a positive and significant effect on the buying interest of skincare X products, but partially only e-WOM quantity does not have a significant effect. Based on the coefficient of determination test, it shows the influence of electronic word of mouth (e-WOM) quality, quantity, and credibility on purchase intention by 48,5%. This research can be used by companies to increase consumer buying interest by promoting with e-WOM and focusing on the quality, quantity, and credibility of e-WOM.


Download data is not yet available.

Article Details

How to Cite
Dwiputri, A. L., & Syahputra, S. (2023). Purchase intention of skincare: The role of electronic word of mouth in Tiktok. Jurnal Manajemen Maranatha, 22(2), 217–226. https://doi.org/10.28932/jmm.v22i2.6399


Arora, L., & Mail, B. K. S. (2018). Influence of review quality, review quantity and review credibility on purchase intention in context of high involvement products. European Journal of Applied Business and Management, 4(4). https://nidisag.isag.pt/index.php/IJAM/article/view/349/pdf_56

Atase Perdagangan KBRI Tokyo. (2021). Laporan analisis intelijen bisnis produk kosmetik (skincare) HS: 330499. https://itpc.or.jp/wp-content/uploads/2021/11/4.-Kosmetik-Skincare-FINAL.pdf

Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. International Journal of Marketing Studies, 7(1), 126. https://doi.org/10.5539/ijms.v7n1p126

Eppler, M. J., & Mengis, J. (2004). The concept of information overload: A review of literature from organization science, accounting, marketing, mis, and related disciplines. The Information Society, 20(5), 325-344. https://doi.org/10.1080/01972240490507974

Ghozali, I. (2016). Aplikasi analisis multivariete SPSS 23. Badan Penerbit Universitas Diponegoro

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073

Indrawati, I., Yones, P. C. P., & Muthaiyah, S. (2022). E-WOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review. https://doi.org/10.1016/j.apmrv.2022.07.007

Kemp, S. (2022, August 15). Tiktok statistics and trends. Https://Datareportal.Com/Essential-Tiktok-Stats?Utm_source=DataReportal&utm_medium=Country_Article_Hyperlink&utm_campaign=Digital_2022&utm_term=Indonesia&utm_content=Facebook_Stats_Link

Lkhaasuren, M., & Nam, K. -D. (2018). The effect of electronic word of mouth (eWOM) on purchase intention on Korean cosmetic products in the Mongolian market. Journal of International Trade & Commerce, 14(4), 161-175. https://doi.org/10.16980/jitc.14.4.201808.161

Mehyar, H., Saeed, M., Baroom, H., Aljaafreh, A., & Al-Adaileh, R. (2020). The impact of electronic word of mouth on consumers purchasing intention. Journal of Theoretical and Applied Information Technology, 98, 183-193. https://www.researchgate.net/publication/338984000_THE_IMPACT_OF_ELECTRONIC_WORD_OF_MOUTH_ON_CONSUMERS_PURCHASING_INTENTION

Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1). https://www.jmest.org/wp-content/uploads/JMESTN42350395.pdf

Monica, B. R. (2022, December 21). Didominasi produk lokal, ini 5 brand skincare yang viral dan ramai dibicarakan di 2022. Beautynesia. https://www.beautynesia.id/beauty/didominasi-produk-lokal-ini-5-brand-skincare-yang-viral-dan-ramai-dibicarakan-di-2022/b-267497

Priansa, D. J. (2017). Komunikasi pemasaran terpadu. CV Pustaka Setia

Rukmana, I. (2022, July 7). Beda tipis, intip strategi marketing skintific vs implora di kategori serum wajah terlaris 2022. https://kompas.co.id/article/strategi-marketing-skintific-implora-serum-wajah-terlaris-2022/

Saleem, A., & Ellahi, A. (2017). Influence of electronic word of mouth on purchase intention of fashion products in social networking websites. Pakistan Journal of Commerce and Social Sciences (PJCSS), 11(2), 597-622. https://www.researchgate.net/publication/319236209_Influence_of_Electronic_Word_of_Mouth_on_Purchase_Intention_of_Fashion_Products_on_Social_Networking_Websites

Wenming, Z., Xu, W., & Xi, F. (2014). The relationship between online word-of-mouth and purchase intention based on social capital in the socialized e-commerce environment. Nankai Management Review, 17(04), 140-150. https://doi.org/10.1016/j.elerap.2020.100980