PENGARUH E-WOM (ELECTRONIC WORD OF MOUTH) MEDIA SOSIAL TIKTOK DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG DI LALAPAN WARUNG MOIIIQ CABANG 2 KOTA MATARAM

Abstract

This study aims to analyze and explain the influence of electronic word of mouth (e-WOM) through TikTok social media and product quality on repurchase intention among consumers of Lalapan Warung Moiiiq Branch 2 in Mataram City. This research is an associative quantitative study with data collection conducted through a survey method involving 100 respondents. The analysis method used is multiple linear regression analysis with the aid of the Statistical Package for the Social Sciences (SPSS). The results show that e-WOM (electronic Word of Mouth) has a positive and significant influence on repurchase intention, with a t-value of 4.115 > t-table value of 1.984. Similarly, product quality also has a positive and significant effect on repurchase intention, with a t-value of 5.907 > t-table value of 1.984. These findings imply that the effective use of TikTok social media to convey e-WOM and maintaining product quality can enhance consumer repurchase intention.