The Effect of Electronic Word of Mouth on Brand Attitude and Purchase Intention of Healthy Food Products

Authors

  • Lisnawati Lisnawati Muhammadiyah University of Surakarta
  • Anton Agus Setyawan Muhammadiyah University of Surakarta

DOI:

https://doi.org/10.30588/jmp.v14i1.1970

Keywords:

e-WOM, Brand Attitude, Purchase Intention., marketing, healthy food product

Abstract

The research aims to highlight the effect of e-WOM on brand attitude and purchase intention for healthy food products, particularly on the TikTok platform. The development of digital technology has changed the way consumers receive information and make purchasing decisions, especially among the younger generation. A quantitative research approach was adopted for this study, using surveys as the primary method. The sample consisted of 160 respondents selected through purposive sampling based on specific criteria such as age, occupation, frequently used social media, and preference for healthy food products. The results showed that e-WOM significantly influenced brand attitude and purchase intention. The conclusion highlights the importance of streng-thening e-WOM marketing strategies on TikTok to encourage positive reviews and companies can enhance their brand position in the market. This research is expected to help business practitioners design effective marketing strategies using e-WOM as a promotional medium.

Author Biographies

Lisnawati Lisnawati, Muhammadiyah University of Surakarta

Management Department, Muhammadiyah University of Surakarta

Anton Agus Setyawan, Muhammadiyah University of Surakarta

Management Department, Muhammadiyah University of Surakarta

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Published

2024-12-27

How to Cite

Lisnawati, L., & Setyawan, A. A. (2024). The Effect of Electronic Word of Mouth on Brand Attitude and Purchase Intention of Healthy Food Products. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 14(1), 149–162. https://doi.org/10.30588/jmp.v14i1.1970

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