Wulandari Putri, . (2026) PENGARUH EWOM TIKTOK DAN BRAND TRUST TERHADAP MINAT BELI LAYANAN PERSONAL COLOR ANALYSIS WARDAH COLOR EXPERT. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The growth of social media use, especially TikTok, has made Electronic Word of Mouth (eWOM) one of the main factors influencing consumer purchase intention. Besides eWOM, Brand Trust also plays an important role in building consumer confidence toward a product or service. This study aims to examine the influence of TikTok eWOM and Brand Trust on purchase intention toward Wardah Color Expert, a personal color analysis (PCA) service from the local brand Wardah that has been widely discussed by consumers on TikTok. This study uses a quantitative approach with a survey method involving 100 respondents from the Wardah Youth Ambassador community, Batch 3 and Batch 5, selected through purposive sampling. Data were analyzed using multiple linear regression with IBM SPSS Statistics 27. This study is based on the Elaboration Likelihood Model (ELM), with TikTok eWOM positioned as the central route and Brand Trust as the peripheral route. The results show that TikTok eWOM and Brand Trust, both partially and simultaneously, have a positive and significant effect on purchase intention toward Wardah Color Expert. The two variables explain 66.4% of the variation in purchase intention, with Brand Trust having a stronger influence than TikTok eWOM. These findings show that both brand trust and information from eWOM on social media play an important role in increasing consumer purchase intention toward Wardah Color Expert.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411122] [Pembimbing: Anindita Lintangdesi A.] [Penguji 1: Kusumajanti] [Penguji 2: Lusia Handayani] |
| Uncontrolled Keywords: | Electronic Word of Mouth, TikTok eWOM, Brand Trust, Purchase Intention, Wardah Color Expert. |
| Subjects: | A General Works > AS Academies and learned societies (General) H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | WULANDARI PUTRI |
| Date Deposited: | 31 Aug 2026 05:36 |
| Last Modified: | 31 Aug 2026 05:36 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53709 |
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