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The INFLUENCE OF MARKETING CONTENT (SHORT VIDEOS) AND E-WOM ON TIKTOK ON THE PURCHASE INTENTION IN MAKARIZO HAIRCARE: A Study of TikTok Marketing Content and e-WOM on Makarizo Haircare Product

Journal of Business Studies and Management Review · Vol. 9 No. 2 (2026) · hlm. 267–272

DOI
10.22437/jbsmr.v9i2.53913
ISSN
2597-6265, 2597-369X
Terbit
2026-06-30
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

Inggris

The rapid growth of digital technology has transformed marketing strategies, particularly through social media platforms such as TikTok. Short-form video content and electronic word of mouth (E-WOM) have become important factors that influence consumer behavior and purchase interest. This study aims to analyze the influence of short video marketing content and electronic word of mouth (E-WOM) on TikTok on consumer purchase intention toward Makarizo haircare products. The research employed a quantitative approach with a causal-associative design. Data were collected through online questionnaires distributed via Google Form to 250 active TikTok users in Indonesia aged 18–34 years who had seen or recognized Makarizo marketing content. The sampling technique used was purposive sampling. Data were analyzed using SPSS through descriptive analysis, classical assumption tests, multiple linear regression analysis, and hypothesis testing using t-test, F-test, and coefficient of determination (R²). The results show that short video marketing content has a positive and significant effect on purchase intention, with a regression coefficient of 0.810 and significance value of 0.000. Electronic word of mouth (E-WOM) also has a positive and significant effect on purchase intention, with a regression coefficient of 0.183 and significance value of 0.000. Simultaneously, marketing content and E-WOM significantly influence purchase intention, with an F-value of 1585.922 and significance value of 0.000. The coefficient of determination (R²) indicates that both variables explain 92.8% of the variation in purchase intention. These findings suggest that effective short video marketing strategies combined with credible electronic word of mouth can significantly enhance consumer purchase interest toward Makarizo haircare products.

Bahasa Indonesia

Penelitian ini bertujuan memahami pengaruh konten pemasaran digital dan electronic word of mouth (e-WOM) pada media sosia tiktok terhadap minat beli haircare makarizo. Latar belakang penelitian ini didasarkan pada pengamatan bahwa media sosial, khususnya tiktok kini menjadi salah satu bentuk promosi yang paling efektif. Sementara itu, E-WOM hadir sebagai bentuk rekomendasi digital yang sering dianggap lebih membuktikan karena berasal dari pengalaman nyata yang dibagikan oleh pengguna lain. Penelitian dilakukan dengan pendekatan kuantitatif melalui penyebaran kuesioner kepada responden yang pernah melihat konten pemasaran tiktok atau menerima informasi E-WOM tentang produk perawatan rambut makarizo.

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  • Universitas Jambi
  • Jenderal Soedirman University
  • Hasanuddin University
  • Universitas Dinamika Bangsa
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Ade OctaviaUniversitas Jambi3
Yayuk SriayudhaUniversitas Jambi3
Garry Yuesa RosyidUniversitas Jambi2
Ade Titi NifitaUniversitas Jambi2
Wahyu Juari SetiawanUniversitas Jambi2
MusnainiUniversitas Jambi2
Yetniwati YetniwatiUniversitas Jambi1
Hartati HartatiUniversitas Jambi1
Iskandar ZulkarnainUniversitas Jambi1
Siti KunartiJenderal Soedirman University1
Fitri WidiasturiUniversitas Jambi1
Zulfanetti ZulfanettiUniversitas Jambi1
Muhammad Faqih IhsanHasanuddin University1
Ar Kacio MaharaniUniversitas Jambi1
Raihan Fajri RamadhanUniversitas Jambi1
Hanan Laras SabrinaUniversitas Dinamika Bangsa1
Novita EkasariUniversitas Jambi1
M. Yofi febriantoUniversitas Jambi1
Istiqomah MalindaUniversitas Jambi1
Karinina SharapovaUniversitas Jambi1
Syakira MentariUniversitas Jambi1
Besse WediawatiUniversitas Jambi1
Duadja Given Jay Dev SimatupangUniversitas Jambi1
Ridhwan RidhwanUniversitas Jambi1
Lucky Enggrani FitriUniversitas Jambi1
Muspawi MuspawiUniversitas Jambi1
Yenny YuniartiUniversitas Jambi1
Maulidia Imastary TanUniversitas Jambi1
Adi Ihsan Syukri AmriUniversitas Jambi1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">The INFLUENCE OF MARKETING CONTENT (SHORT VIDEOS) AND E-WOM ON TIKTOK ON THE PURCHASE INTENTION IN MAKARIZO HAIRCARE: A Study of TikTok Marketing Content and e-WOM on Makarizo Haircare Product</dc:title>
	<dc:creator xml:lang="en">Siregar, Meirinda</dc:creator>
	<dc:creator xml:lang="en">Fatricia, Raja Sharah</dc:creator>
	<dc:creator xml:lang="en">Siregar, Ade Perdana</dc:creator>
	<dc:subject xml:lang="en">marketing content, short video, electronic word of mouth, TikTok, purchase intention</dc:subject>
	<dc:description xml:lang="en">The rapid growth of digital technology has transformed marketing strategies, particularly through social media platforms such as TikTok. Short-form video content and electronic word of mouth (E-WOM) have become important factors that influence consumer behavior and purchase interest. This study aims to analyze the influence of short video marketing content and electronic word of mouth (E-WOM) on TikTok on consumer purchase intention toward Makarizo haircare products. The research employed a quantitative approach with a causal-associative design. Data were collected through online questionnaires distributed via Google Form to 250 active TikTok users in Indonesia aged 18–34 years who had seen or recognized Makarizo marketing content. The sampling technique used was purposive sampling. Data were analyzed using SPSS through descriptive analysis, classical assumption tests, multiple linear regression analysis, and hypothesis testing using t-test, F-test, and coefficient of determination (R²). The results show that short video marketing content has a positive and significant effect on purchase intention, with a regression coefficient of 0.810 and significance value of 0.000. Electronic word of mouth (E-WOM) also has a positive and significant effect on purchase intention, with a regression coefficient of 0.183 and significance value of 0.000. Simultaneously, marketing content and E-WOM significantly influence purchase intention, with an F-value of 1585.922 and significance value of 0.000. The coefficient of determination (R²) indicates that both variables explain 92.8% of the variation in purchase intention. These findings suggest that effective short video marketing strategies combined with credible electronic word of mouth can significantly enhance consumer purchase interest toward Makarizo haircare products.</dc:description>
	<dc:description xml:lang="id">Penelitian ini bertujuan memahami pengaruh konten pemasaran digital dan electronic word of mouth &amp;nbsp;&amp;nbsp;(e-WOM) pada media sosia tiktok terhadap minat beli haircare makarizo. Latar belakang penelitian ini didasarkan pada pengamatan bahwa media sosial, khususnya tiktok kini menjadi salah satu bentuk promosi yang paling efektif. Sementara itu, E-WOM hadir sebagai bentuk rekomendasi digital yang sering dianggap lebih membuktikan karena berasal dari pengalaman nyata yang dibagikan oleh pengguna lain. Penelitian dilakukan dengan pendekatan kuantitatif melalui penyebaran kuesioner kepada responden yang pernah melihat konten pemasaran tiktok atau menerima informasi E-WOM tentang produk perawatan rambut makarizo.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2026-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/53913</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v9i2.53913</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 9 No. 2 (2026): JBSMR, Vol 9 No.2 June 2026; 267-272</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/53913/24699</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Meirinda Siregar, Raja Sharah Fatricia, Ade Perdana Siregar</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>