The Effect of Electronic Word Of Mouth (ewom) on Buying Intention for Scarlett Products at Shopee
Abstract
In the digital era, electronic word of mouth (e-WOM) has become an important marketing strategy to increase
consumer buying interest. With more than 212 million Indonesian internet users as of January 2023, the growth of ecommerce platforms is increasing rapidly. The Internet gives consumers more choices according to their preferences,
which are now often influenced by e-WOM. Expression of products is now more often done electronically, so e-WOM
can change consumer preferences. This research aims to analyze the influence of e-WOM on consumer buying interest
in Scarlett products on Shopee. To understand the impact of e-WOM, this research adopts a model from previous
research. It is hoped that the results of this research will help Scarlett improve its marketing strategy and provide
guidance for MSMEs in the beauty industry in developing their business through e-WOM and Shopee. Research data
was collected from 401 respondents who filled out a Google Form questionnaire with certain criteria, such as
Indonesian people who are male and female and buyers of Scarlett products on Shopee. The methodology used is
descriptive quantitative with data collection techniques via Likert scale questionnaires, then processed using SMART - PLS. The research results show that the application of information has a positive and significant influence on
purchasing interest. This model is able to predict interest in purchasing Scarlett products by 90.5%. Apart from that,
a significant indirect effect on purchase intention was also found in the structural model. This research is limited to
the beauty business sector and the majority of respondents are women, so the findings cannot be generalized to other
business sectors or various genders. Future research is recommended to consider additional factors that may improve
the model's ability to predict information adoption. In addition, future research can apply this model to other business
sectors or different e-commerce platforms.
Keywords-information adoption model, purchase intention, electronic word-of-mouth, Shopee.
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