ANALYSIS OF PREFERENCES ON PURCHASE INTENTION OF THE COMMUNITY IN THE TIKTOK SHOP APPLICATION BASED ON E-WOM, ADVERTISING, AND LIVE ONLINE IN GENERATION Y

Ratri Purwaningtyas ; Ismayanti Rahmi ; Rahmayanti
International Journal Management and Economic (IJM... 📅 2026 Vol 5, No 2 🔗 DOI: 10.56127/ijme.v5i2.2818
Abstract
Generation Y is a demographic group born between 1981 and 1996. This generation grew up during the digital era and rapid technological development, making them proficient in using the internet, social media, and digital devices. Generation Y is also known for their tendency to care about social and environmental issues as well as seeking a balance between work and personal life. This study will analyze the influence of three variables, namely e-WOM, advertising, and live online, on the purchase intention of Generation Y consumers in the TikTok Shop application. A quantitative method was employed by distributing samples to 97 TikTok Shop users born between 1981 and 1996, determined using the Lemeshow formula. The data analysis process began with validity testing to determine data validity, followed by reliability testing, normality testing, heteroscedasticity testing, multicollinearity testing, partial hypothesis testing (t-test), and simultaneous hypothesis testing (F-test). Subsequently, the partial and simultaneous effects on the independent and dependent variables were measured. The results showed that e-WOM, advertising, and live online partially and simultaneously have a significant and positive effect on the purchase intention of Generation Y consumers on TikTok.
Keywords
E-WOM; Live Online; Advertising; Consumer purchase intention; Tiktok
How to Cite

Ratri Purwaningtyas, et al. (2026). ANALYSIS OF PREFERENCES ON PURCHASE INTENTION OF THE COMMUNITY IN THE TIKTOK SHOP APPLICATION BASED ON E-WOM, ADVERTISING, AND LIVE ONLINE IN GENERATION Y. International Journal Management and Economic (IJME), 5(2). https://doi.org/10.56127/ijme.v5i2.2818

Ratri Purwaningtyas; Ismayanti Rahmi; Rahmayanti, "ANALYSIS OF PREFERENCES ON PURCHASE INTENTION OF THE COMMUNITY IN THE TIKTOK SHOP APPLICATION BASED ON E-WOM, ADVERTISING, AND LIVE ONLINE IN GENERATION Y," International Journal Management and Economic (IJME), vol. 5, no. 2, 2026.

Ratri Purwaningtyas; Ismayanti Rahmi; Rahmayanti. "ANALYSIS OF PREFERENCES ON PURCHASE INTENTION OF THE COMMUNITY IN THE TIKTOK SHOP APPLICATION BASED ON E-WOM, ADVERTISING, AND LIVE ONLINE IN GENERATION Y." International Journal Management and Economic (IJME), vol. 5, no. 2, 2026.

Ratri Purwaningtyas; Ismayanti Rahmi; Rahmayanti. "ANALYSIS OF PREFERENCES ON PURCHASE INTENTION OF THE COMMUNITY IN THE TIKTOK SHOP APPLICATION BASED ON E-WOM, ADVERTISING, AND LIVE ONLINE IN GENERATION Y." International Journal Management and Economic (IJME) 5, no. 2 (2026).

Ratri Purwaningtyas, et al. (2026) 'ANALYSIS OF PREFERENCES ON PURCHASE INTENTION OF THE COMMUNITY IN THE TIKTOK SHOP APPLICATION BASED ON E-WOM, ADVERTISING, AND LIVE ONLINE IN GENERATION Y', International Journal Management and Economic (IJME), 5(2). doi: 10.56127/ijme.v5i2.2818.

Ratri Purwaningtyas; Ismayanti Rahmi; Rahmayanti. ANALYSIS OF PREFERENCES ON PURCHASE INTENTION OF THE COMMUNITY IN THE TIKTOK SHOP APPLICATION BASED ON E-WOM, ADVERTISING, AND LIVE ONLINE IN GENERATION Y. International Journal Management and Economic (IJME). 2026;5(2).

Artikel Terkait

FINANCIAL PERFORMANCE ANALYSIS BEFORE AND AFTER THE INITIAL PUBLIC OFFERING (IPO) AT PT DAYA CIPTA INTEGRASI INDONESIA TBK (DCII) FOR THE PERIOD 2020-2024

Khadijah, Eva ; Amar Khadafi

ENTERPRISE RESOURCE PLANNING SYSTEM (ERP) ON COMPANY ERAJAYA BEAUTY & WELLNESS

Agus Sulaksono; Hadir Hudiyanto; Haryono; Julius Nursyamsi

THE ROLE OF POSITIVE EMOTIONS AS A MEDIATION BETWEEN LIVE STREAMING AND FLASH SALES ON IMPULSE BUYING IN TIKTOK SHOP

Supiani; Asih Mauizah

EXAMINING THE EFFECT OF AUDIT RISK, OPERATIONAL COMPLEXITY, AND INTERNAL CONTROL SYSTEMS ON AUDIT QUALITY

Sigit Sukmono

PREDICTING BANKRUPTCY IN INDONESIA'S AIRLINE SECTOR: A ZMIJEWSKI MODEL ANALYSIS

Sri Wahyu Handayani; Abednego Priyatama

THE INFLUENCE OF PRICE, CO-BRANDING, AND VIRAL MARKETING ON THE PURCHASE DECISION FOR HMNS X TSANA RINTIK SEDU PERFUME

Widya Adesti Sriningsih; Lia Julaeha
Tren Sitasi Jurnal