The Effect of Electronic Word-of-Mouth (eWOM) on TikTok on Fudgybro Purchase Intention Among Generation Z in South Jakarta

Regita Rizki  Safira; Moh. Benny Alexandri; Rivani Rivani

doi:10.55047/jekombital.v5i1.1221

Authors

Regita Rizki Safira* Faculty of Social and Political Sciences, Universitas Padjadjaran, Bandung, Indonesia
Moh. Benny Alexandri Faculty of Social and Political Sciences, Universitas Padjadjaran, Bandung, Indonesia
Rivani Rivani Faculty of Social and Political Sciences, Universitas Padjadjaran, Bandung, Indonesia

DOI:

https://doi.org/10.55047/jekombital.v5i1.1221

Keywords:

Digital Marketing, Electronic Word-of-Mouth, Generation Z, Purchase Intention, TikTok

Abstract

Despite Generation Z in Indonesia being highly active on TikTok, where organic video-based eWOM about viral food products like Fudgybro’s ‘Cookie Bomb’ spreads through videos, and comments, research on its effect on their purchase intention remains limited. This inquiry endeavors to ascertain and dissect the sway exerted by electronic word-of-mouth (eWOM) disseminated via TikTok upon the purchase intention of Fudgybro among Generation Z denizens of South Jakarta. The investigation adopts a quantitative methodology, employing a survey architecture undergirded by a Likert-scale questionnaire. The populace comprises Generation Z individuals aged 17–29 domiciled in South Jakarta who have engaged with Fudgybro content circulating on TikTok. The sample was ascertained through purposive sampling, yielding 101 respondents, with the requisite tally computed via the Lemeshow formula. Data underwent scrutiny by means of simple linear regression, facilitated by IBM SPSS Statistics version 27. The findings reveal that eWOM is positively and significantly associated with purchase intention, evinced by the regression equation Y = 4.968 + 0.332X, alongside a t-value of 13.979 at a significance threshold of <0.001 (<0.05), whereupon H₀ is repudiated and H₁ is corroborated. The coefficient of determination (Adjusted R Square) discloses that eWOM accounts for 66.0% of the variance manifest in purchase intention. Among the dimensions examined, Platform Assistance garnered the loftiest score (86.93%), whereas Economic Incentives languished with the most modest score (74.80%). The study culminates in the assertion that the more favorable the eWOM proliferated through TikTok, the more pronounced the purchase intention harbored by Generation Z toward Fudgybro.

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