Analisis Regresi E-WOM oleh Affiliator TikTok terhadap Purchase Intention Alamii Food
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Abstract
TikTok has solidified its position as a leading social media platform, boasting 184.95 million active users in Indonesia. Its TikTok Affiliate feature enables creators to promote products via videos with yellow shopping carts, generating Electronic Word-of-Mouth (E-WOM) that influences consumer purchase decisions. This study employs the Theory of Reasoned Action (TRA) and Information Adoption Model (IAM) to examine how E-WOM from TikTok affiliator affects purchase intention for Alamii Food products. Using a quantitative approach, data were collected through surveys from 130 respondents exposed to affiliate content and analyzed with Partial Least Square (SmartPLS). The results demonstrate a significant positive influence of E-WOM on purchase intention (T-statistic = 26.657, p-value = 0.000), with E-WOM explaining 69.0% of the variance in purchase intention (R-Square = 0.690) and the model showing strong predictive power (Q-Square = 0.415). The findings confirm that proactive collaboration with affiliates through product seeding effectively builds E-WOM that enhances purchase intention. Therefore, businesses are advised to actively partner with TikTok affiliator to optimize their digital marketing communication strategies.
TikTok telah berkembang menjadi platform media sosial terbesar kelima di dunia, dengan 184,95 juta pengguna aktif di Indonesia. Fitur TikTok Affiliate memungkinkan kreator mempromosikan produk melalui video berkeranjang kuning, membentuk Electronic Word-of-Mouth (E-WOM) yang berpotensi memengaruhi minat beli audiens. Penelitian ini menggunakan Theory of Reasoned Action (TRA) dan Information Adoption Model (IAM) untuk memahami bagaimana sikap, norma subjektif, serta kualitas dan kredibilitas informasi dari E-WOM affiliator TikTok dapat memengaruhi niat beli audiens. Pendekatan kuantitatif dengan metode survei dan analisis regresi sederhana diterapkan pada 130 responden yang terpapar konten affiliator, dipilih melalui teknik purposive sampling. Data dianalisis menggunakan Partial Least Square (SmartPLS) dengan pengujian reliabilitas, validitas, R-Square, Q-Square, dan bootstrapping. Hasil penelitian menunjukkan bahwa E-WOM berpengaruh signifikan dan positif terhadap purchase intention dengan nilai T-statistic 26,657 dan p-value 0,000. Variabel E-WOM mampu menjelaskan 69,0% variasi purchase intention (R-Square = 0,690), sementara nilai Q-Square sebesar 0,415 mengindikasikan model memiliki daya prediksi kuat. Simpulan penelitian mengonfirmasi bahwa strategi kolaborasi aktif dengan affiliator melalui product seeding efektif membangun E-WOM yang berdampak pada peningkatan minat beli. Implikasinya, pelaku usaha disarankan secara proaktif menjalin kemitraan dengan affiliator untuk mengoptimalkan komunikasi pemasaran digital.
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