Pengaruh Konten Promosi Akun TikTok @Seblak RC Karawanggg dan Electronic Word of Mouth (E-WOM) terhadap Minat Beli Followers Seblak RC Karawang

Abstract

The growth of social media has encouraged MSME operators to utilize TikTok as a promotional platform, a trend supported by Electronic Word of Moouth (E-WOM), which plays a role in shaping consumer perceptions and purchase intentions. Tthis study aims to analyze the impact of TikTok social media promotion and Electronic Word of Mouth (E-WOM) on consumer purchase intention regarding Seblak RC Karawang. The study employs a quantitative approach using a survey method and is grounded in the Stimulus Organism Response (S-O-R) theory. The study population consists of followers of the Seblak RC Karawang TikTok account, with a sample of 404 respondents selected via purposive sampling. Data were collected through questionnaires and subsequently analyzed using validity and reliability test, classical assumption tests, multiple linear regression, the coefficient of determination test, T-tests, and F-test, utilizing IBM SPSS Statistics version 29. The result indicate that TikTok social media promotion has a positive and significant effect on consumer purchase intention similarly, Electronic Word of Mouth (E-WOM) also exerts a positive and significant influence. Simultaneously, both variables positively and significantly affect consumer purchase intention for Seblak RC Karawang, with an Adjusted R-Square value of 0.418. this indicates that 41.8% of the variation in purchase intention can be explained by TikTok social media promotion and Electroonic Word of Mouth (E-WOM), while the remaining 58.2% is influenced by factors outside the scope of this study.