THE INFLUENCE OF VIRAL MARKETING AND ONLINE CUSTOMER REVIEWS ON TIKTOK ON PURCHASING DECISIONS FOR UNIQLO FASHION PRODUCTS AMONG GENERATION Z IN INDONESIA : A STUDY OF THE MEDIATING ROLE OF CONSUMER TRUST
Keywords:
Purchase Decisions; Costumer Trust; Viral Marketing; Online Consumer Reviews
Abstract
The e-commerce industry in Indonesia has experienced significant growth. Data from the Central Statistics Agency (BPS) shows 17%, with the total number of e-commerce businesses reaching 26.2 million units. This study aims to analyze the influence of viral marketing and online customer reviews on TikTok on the purchase decision of UNIQLO fashion products among Generation Z in Indonesia, considering the mediating role of consumer trust. This study uses quantitative methods by distributing questionnaires to 160 Generation Z respondents who actively use TikTok. This research data was processed using SEM (Structural Equation Modeling) using the SmartPLS4 application. The results show that Viral Marketing has a significant impact on Trust, Online Consumer Reviews has a significant impact on Trust, Trust has a significant impact on Purchasing Decisions, Viral Marketing has a significant impact on purchasing decisions, Viral Marketing has a significant impact on Purchasing Decisions through Trust, Online Consumer Reviews has a significant impact on Purchasing Decisions through Trust. However, the Online Consumer Reviews variable did not significantly affect purchasing decisions. The implication of this research for UNIQLO is that utilizing viral marketing and encouraging positive customer reviews on platforms such as TikTok can be an effective strategy to increase purchase decisions. UNIQLO also needs to communicate values that align with Generation Z preferences, such as sustainability and ethical practices in the fashion industry.
References
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Manzoor, U., Baig, S., Hashim, M., & Sami, A. (2020). Impact of social media marketing on consumer’s purchase intentions: the mediating role of customer trust. International Journal of Entrepreneurial Research, 3(2), 41-48.
Marits, S. A. and Zaerofi, A. (2023). Trust and purchase intention model of muslim z-generation consumers on e-commerces (b2c) in indonesia. Jurnal Manajemen, 14(1), 180.
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Menidjel, C. and Bilgihan, A. (2022). The determinants of retail customers' purchase intent. International Journal of Consumer Studies, 46(6), 2503-2520.
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B. (2020). The dynamic stimulus of social media marketing on purchase intention of indonesian airline products and services. Asia Pacific Journal of Marketing and Logistics, 33(2), 561-583.
Mustikasari, A., & Widaningsih, S. (2019). The Influence of Viral Marketing toward Brand Awareness and Purchase Decision. Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018).
Naomi, I. P. and Ardhiyansyah, A. (2021). The effects of online customer reviews and online customer ratings on purchasing intentions in west java marketplaces. Inovasi, 17(4), 810-816.
Oluwabiyi, O. E. (2022). Relationship marketing and customer purchase decision of insurance in lagos state, nigeria. Journal of Marketing and Communication, 5(1), 93-117.
Palinkas, L., Horwitz, S., Green, C., Wisdom, J., Duan, N., & Hoagwood, K. (2013). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533-544.
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Raman, P. (2019). Understanding female consumers’ intention to shop online. Asia Pacific Journal of Marketing and Logistics, 31(4), 1138-1160.
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Shaheen, M., Zeba, F., Chatterjee, N., & Krishnankutty, R. (2019). Engaging customers through credible and useful reviews: the role of online trust. Young Consumers, 21(2), 137-153.
Suhardi, D. and Taufik, N. (2018). The analysis of ease of use, trust, and website quality towards purchasing decision in lazada.co.id. Indonesian Journal of Business and Economics, 1(1).
Su, Y., Baker, B. J., Doyle, J. P., & Yan, M. (2020). Fan engagement in 15 seconds: athletes’ relationship marketing during a pandemic via tiktok. International Journal of Sport Communication, 13(3), 436-446.
Sumarwan, U. (2003). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. (Language, 368).
Tannady, H. and Alvita, N. M. (2023). The influence of viral marketing and product quality on purchase decision on contemporary foods, sang pisang. Jurnal Multidisiplin Madani, 3(2), 376-380.
Tegowati, T. (2023). Exploring the link between trust and perceived benefits in online purchasing during covid-19. JBMP (Jurnal Bisnis, Manajemen Dan Perbankan), 9(1), 75-94.
Tham, A., (Ava) Chen, S., & Durbidge, L. (2023). A pentadic analysis of tiktok marketing in tourism: the case of penang, malaysia. Tourist Studies, 24(1), 75-103.
Vázquez-Herrero, J., Negreira-Rey, M., & García, X. L. (2020). Let’s dance the news! how the news media are adapting to the logic of tiktok. Journalism, 23(8), 1717-1735.
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Wang, Y. (2023). Relationship chains of subhealth physical examination indicators: a cross-sectional study using the pls-sem approach. Scientific Reports, 13(1).
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Zhao, P., Wu, J., Hua, Z., & Fang, S. (2019). Finding ewom customers from customer reviews. Industrial Management &Amp; Data Systems, 119(1), 129-147.
Zheng, L. (2023). Analysis of the psychological impact of tiktok on contemporary teenagers. SHS Web of Conferences, 157, 01024.
Zheluk, A., Anderson, J., & Dineen-Griffin, S. (2022). Adolescent anxiety and tiktok: an exploratory study. Cureus.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Al Mana, A. M. and Mirza, A. A. (2013). The impact of electronic word of mouth on consumers & purchasing decisions. International Journal of Computer Applications, 82(9), 23-31.
Andon, N. S. and Annuar, S. N. S. (2023). The adaptation of social media marketing activities in s-commerce: tiktok shop. Information Management and Business Review, 15(1(I)SI), 176-183.
Bailusy, M. N., Buamonabot, I., Fahri, J., & Arilaha, M. A. (2022). Online shopping indonesia: customer perception. International Journal of Applied Business and International Management, 7(2), 82-104.
Bulut, S. (2021). Generation z and its perception of work through habits, motivations, expectations preferences, and work ethics. Psychology and Psychotherapy Research Study, 4(4).
Coulter, K. S. and Coulter, R. A. (2002). Determinants of trust in a service provider: the moderating role of length of relationship. Journal of Services Marketing, 16(1), 35-50.
Chang, K., Kuo, N., Hsu, C., & Cheng, Y. (2014). The impact of website quality and perceived trust on customer purchase intention in the hotel sector: website brand and perceived value as moderators. International Journal of Innovation, Management and Technology.
Danish, R. Q., Hafeez, S., Ali, H. F., Shahid, R., & Nadeem, K. (2019). Impact of online consumer reviews on hotel booking intentions: the case of pakistan. European Scientific Journal ESJ, 15(7).
Dias, P. and Duarte, A. (2022). Tiktok practices among teenagers in portugal: a uses & gratifications approach. Journalism and Media, 3(4), 615-632.
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in Buyer–Seller relationships. Journal of Marketing, 61(2), 35–51.
Dwidienawati, D., Tjahjana, D., Abdinagoro, S., & Gandasari, D. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11), e05543.
Elwalda, A., Lü, K., & Ali, M. (2016). Perceived derived attributes of online customer reviews. Computers in Human Behavior, 56, 306-319.
Fardani, E. and Siregar, S. (2023). Pengaruh promo flash sale dan viral marketing terhadap keputusan pembelian produk erigo. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(1), 140-147.
Fatah, M. A. and Arsyad, M. J. (2022). The effect of viral marketing and brand image on purchase decisions through e-trust. Economics and Business Journal (ECBIS), 1(1), 9-16.
Filieri, R., Alguezaui, S., & McLeay, F. (2015). Why do travelers trust tripadvisor? antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth. Tourism Management, 51, 174-185.
Fitriani, I., Hadita, H., & Faeni, D. P. (2022). The impact of viral marketing on purchase intention mediated by consumer behavior (study on tiktok user of management students at bhayangkara jakarta raya university). Journal of Sustainable Community Development (JSCD), 4(2), 84-91.
Genoveva, G. and Samukti, D. R. (2020). Green marketing: strengthen the brand image and increase the consumers’ purchase decision. Mix Jurnal Ilmiah Manajemen, 10(3), 367.
Ghozali, I. (2021). Partial Least Squares Konsep, Teknik, Dan Aplikasi Menggunakan Program SmartPLS 3.2.9 Untuk Penelitian Empiris (A. Tejokusumo (ed.); 3rd ed.). Badan Penerbit Universitas Diponegoro.
Hidayanto, A. N., Herbowo, A., Budi, N. F. A., & Sucahyo, Y. G. (2014). Determinant of customer trust on e-commerce and its impact to purchase and word of mouth intention: a case of indonesia. Journal of Computer Science, 10(12), 2395-2407.
Herlambang, F., Wachjuni, W., & Hadi Gunawan, W. (2023). Customer ratings in the shopee marketplace using consumer trust as an intermediate variable and their influence on purchase decisions. Indonesian Journal of Business and Economics, 6(1).
Hussain, A., Mahmood, A. T., & Naser, R. K. (2017). Investigating the effect of m-commerce design usability on customers’ trust. AIP Conference Proceedings.
Hsieh, J., Hsieh, Y., & Tang, Y. (2012). Exploring the disseminating behaviors of ewom marketing: persuasion in online video. Electronic Commerce Research, 12(2), 201-224.
Issock, P. B. I., Roberts-Lombard, M., & Mpinganjira, M. (2020). The importance of customer trust for social marketing interventions: a case of energy-efficiency consumption. Journal of Social Marketing, 10(2), 265-286.
Jayanti, R., Hafidzi, A., & Izzuddin, A. (2022). The influence of information quality, online customer reviews and postage subsidy promos on purchasing decisions on e-commerce shopee. Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwoker.
Jr., J. F. H., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLSSEM) Using R. Springer Nature Switzerland AG.
Jr, J. F. H., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Prentice Hall.
Kempa, S., Pratama, W. A. W., & Sukatmadiredja, N. R. (2020). Insurance policy purchase decision in surabaya, indonesia. SHS Web of Conferences, 76, 01053.
Kihan, C. and Shin, J. (2010). The antecedents and consequents of relationship quality in internet shopping. Asia Pacific Journal of Marketing and Logistics, 22(4), 473-491.
Kotler, P., & Armstrong, G. (2008). Principles of marketing. Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Li, M., Huang, L., Tan, C., & Wei, K. K. (2013). Helpfulness of online product reviews as seen by consumers: source and content features. International Journal of Electronic Commerce, 17(4), 101-136.
Liu, H. and Yu-ning, W. (2019). Interrelationships between viral marketing and purchase intention via customer-based brand equity. Journal of Business and Management Sciences, 7(2), 72-83. https://doi.org/10.12691/jbms-7-2-3
Mahliza, F. (2020). Consumer trust in online purchase decision. EPRA International Journal of Multidisciplinary Research (IJMR), 142-149.
Manzoor, U., Baig, S., Hashim, M., & Sami, A. (2020). Impact of social media marketing on consumer’s purchase intentions: the mediating role of customer trust. International Journal of Entrepreneurial Research, 3(2), 41-48.
Marits, S. A. and Zaerofi, A. (2023). Trust and purchase intention model of muslim z-generation consumers on e-commerces (b2c) in indonesia. Jurnal Manajemen, 14(1), 180.
Matute, J., Polo‐Redondo, Y., & Utrillas, A. (2016). The influence of ewom characteristics on online repurchase intention. Online Information Review, 40(7), 1090-1110.
Menidjel, C. and Bilgihan, A. (2022). The determinants of retail customers' purchase intent. International Journal of Consumer Studies, 46(6), 2503-2520.
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B. (2020). The dynamic stimulus of social media marketing on purchase intention of indonesian airline products and services. Asia Pacific Journal of Marketing and Logistics, 33(2), 561-583.
Mustikasari, A., & Widaningsih, S. (2019). The Influence of Viral Marketing toward Brand Awareness and Purchase Decision. Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018).
Naomi, I. P. and Ardhiyansyah, A. (2021). The effects of online customer reviews and online customer ratings on purchasing intentions in west java marketplaces. Inovasi, 17(4), 810-816.
Oluwabiyi, O. E. (2022). Relationship marketing and customer purchase decision of insurance in lagos state, nigeria. Journal of Marketing and Communication, 5(1), 93-117.
Palinkas, L., Horwitz, S., Green, C., Wisdom, J., Duan, N., & Hoagwood, K. (2013). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533-544.
Putri, L., & Wandebori, H. (2016). FACTORS INFLUENCING COSMETICS PURCHASE INTENTION IN INDONESIA BASED ON ONLINE REVIEW. International Conference on Ethics of Business, Economics, and Social Science. pp. 255-263.
Rahim, N. (2023). How small brands could attract generation z using tiktok. Mairaj, 1(2), 33-44.
Raman, P. (2019). Understanding female consumers’ intention to shop online. Asia Pacific Journal of Marketing and Logistics, 31(4), 1138-1160.
Sénécal, S. and Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80(2), 159-169.
Setiawan, S. and Sukardi, S. (2022). The influence of online customer reviews, online customer ratings and ease of use on fashion product purchase decisions on the shopee marketplace (case study on the shopee marketplace user community in yogyakarta). Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwoker.
Shaheen, M., Zeba, F., Chatterjee, N., & Krishnankutty, R. (2019). Engaging customers through credible and useful reviews: the role of online trust. Young Consumers, 21(2), 137-153.
Suhardi, D. and Taufik, N. (2018). The analysis of ease of use, trust, and website quality towards purchasing decision in lazada.co.id. Indonesian Journal of Business and Economics, 1(1).
Su, Y., Baker, B. J., Doyle, J. P., & Yan, M. (2020). Fan engagement in 15 seconds: athletes’ relationship marketing during a pandemic via tiktok. International Journal of Sport Communication, 13(3), 436-446.
Sumarwan, U. (2003). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. (Language, 368).
Tannady, H. and Alvita, N. M. (2023). The influence of viral marketing and product quality on purchase decision on contemporary foods, sang pisang. Jurnal Multidisiplin Madani, 3(2), 376-380.
Tegowati, T. (2023). Exploring the link between trust and perceived benefits in online purchasing during covid-19. JBMP (Jurnal Bisnis, Manajemen Dan Perbankan), 9(1), 75-94.
Tham, A., (Ava) Chen, S., & Durbidge, L. (2023). A pentadic analysis of tiktok marketing in tourism: the case of penang, malaysia. Tourist Studies, 24(1), 75-103.
Vázquez-Herrero, J., Negreira-Rey, M., & García, X. L. (2020). Let’s dance the news! how the news media are adapting to the logic of tiktok. Journalism, 23(8), 1717-1735.
Wang, X., Guo, J., Wu, Y., & Liu, N. (2019). Emotion as signal of product quality. Internet Research, 30(2), 463-485.
Wang, Y. (2023). Relationship chains of subhealth physical examination indicators: a cross-sectional study using the pls-sem approach. Scientific Reports, 13(1).
Wiludjeng, S., & Nurlela, T. S. (2013) Pengaruh Viral Marketing Terhadap Keputusan Pembelian Pada PT “X”41. Proceedings of Seminar Nasional dan Call for Papers SANCALL 2013, Surakarta, Indonesia.
Yolanda, M. and Putri, H. M. (2021). Analysis of factors that affect the repurchase intentions on online shopping sites. Proceedings of the Sixth Padang International Conference on Economics Education, Economics, Business and Management, Accounting.
Zhao, P., Wu, J., Hua, Z., & Fang, S. (2019). Finding ewom customers from customer reviews. Industrial Management &Amp; Data Systems, 119(1), 129-147.
Zheng, L. (2023). Analysis of the psychological impact of tiktok on contemporary teenagers. SHS Web of Conferences, 157, 01024.
Zheluk, A., Anderson, J., & Dineen-Griffin, S. (2022). Adolescent anxiety and tiktok: an exploratory study. Cureus.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2024-07-12
How to Cite
Syah, I., & Salim, M. (2024). THE INFLUENCE OF VIRAL MARKETING AND ONLINE CUSTOMER REVIEWS ON TIKTOK ON PURCHASING DECISIONS FOR UNIQLO FASHION PRODUCTS AMONG GENERATION Z IN INDONESIA : A STUDY OF THE MEDIATING ROLE OF CONSUMER TRUST. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 1736-1757. https://doi.org/10.31955/mea.v8i2.4230
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