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INCREASING PURCHASE INTENTION THROUGH ELECTRONIC WORD OF MOUTH AND BRAND AWARENESS

Proceeding of The 5th ASPIKOM International Communication Conference (AICCON 2025) · Vol. 1 No. 1 (2025) · hlm. 159–166

DOI
10.31947/aiccon2025.v1i1.47685
ISSN
3032-6966
Terbit
2025-10-20
Penerbit
Department of Communication Studies, Faculty of Social and Political Sciences, Universitas Hasanuddin
Bahasa
en

Abstrak

This study aims to analyze the influence of Electronic Word of Mouth and Brand Awareness on Purchase Intention of Facetology products on TikTok. The research was conducted using a quantitative approach. Data was collected through a survey of 400 followers of the Tiktok account @facetologyofficial. The results of the study show that Electronic Word of Mouth and Brand Awareness have a significant influence on Purchase Intention of Facetology products on TikTok. The results of this study indicate that the more positive reviews are spread, the greater the consumer's intention to buy the product. The more well-known the Facetology brand is, the greater the tendency of consumers to choose the product. The combination of positive Electronic Word of Mouth and high levels of Brand Awareness are important factors in influencing consumer Purchase Intention.

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/aiccon/oai, pertama di-harvest 5 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">INCREASING PURCHASE INTENTION THROUGH ELECTRONIC WORD OF MOUTH  AND BRAND AWARENESS</dc:title>
	<dc:creator xml:lang="en">Yusriyah, Kiayati</dc:creator>
	<dc:creator xml:lang="en">Salsabila, Laiyla Zikriya</dc:creator>
	<dc:subject xml:lang="en">Brand Awareness</dc:subject>
	<dc:subject xml:lang="en">Electronic Word of Mouth</dc:subject>
	<dc:subject xml:lang="en">Purchase Intention</dc:subject>
	<dc:description xml:lang="en">This study aims to analyze the influence of Electronic Word of Mouth and Brand Awareness on Purchase Intention of Facetology products on TikTok. The research was conducted using a quantitative approach. Data was collected through a survey of 400 followers of the Tiktok account @facetologyofficial. The results of the study show that Electronic Word of Mouth and Brand Awareness have a significant influence on Purchase Intention of Facetology products on TikTok. The results of this study indicate that the more positive reviews are spread, the greater the consumer's intention to buy the product. The more well-known the Facetology brand is, the greater the tendency of consumers to choose the product. The combination of positive Electronic Word of Mouth and high levels of Brand Awareness are important factors in influencing consumer Purchase Intention.&amp;nbsp;</dc:description>
	<dc:publisher xml:lang="en">Department of Communication Studies, Faculty of Social and Political Sciences, Universitas Hasanuddin</dc:publisher>
	<dc:date>2025-10-20</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/aiccon/article/view/47685</dc:identifier>
	<dc:identifier>10.31947/aiccon2025.v1i1.47685</dc:identifier>
	<dc:source xml:lang="en">Proceeding of The 5th ASPIKOM  International  Communication Conference (AICCON 2025); Vol. 1 No. 1 (2025): Proceeding of The 5th ASPIKOM International Communication Conference (AICCON 2025); 159-166</dc:source>
	<dc:source>3032-6966</dc:source>
	<dc:source>10.31947/aiccon2025.v1i1</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/aiccon/article/view/47685/13526</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Proceeding of The 5th ASPIKOM  International  CommunicationConference (AICCON 2025)</dc:rights>
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