In the current digital era, consumer perceptions and decisions can be influenced by social media, one of which is TikTok, in the dissemination of information through Electronic Word of Mouth (eWOM) which can influence consumer behavior. This study aims to analyze eWOM on TikTok towards the purchase intention of Azarine serum products using the Information Adoption Model (IAM) approach. This model examines how information quality, information quantity, and information credibility affect the usefulness of information which then has an impact on information adoption and purchase intention. This study was conducted with a quantitative approach, where data was collected by distributing questionnaires to respondents who were TikTok users and had been exposed to Azarine serum content. Data analysis used Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of SmartPLS software. The results showed that information quality did not have a positive and significant effect on the usefulness of information, while information quantity and information credibility had a positive and significant effect on the usefulness of information. Furthermore, the usefulness of information had a positive and significant effect on information adoption and information adoption had a positive and significant effect on purchase intention. These findings emphasize the importance of information characteristics in shaping consumer decisions and can be a reference for companies in designing more effective digital communication strategies on social media.

This research investigates how e-service quality and customer experience influence customer satisfaction among GoRide users in Bandar Lampung. The study is motivated by the growing reliance on online transportation services in Indonesia and the crucial role of customer satisfaction in fostering user loyalty. Employing a quantitative method with a survey design, data were gathered through questionnaires from 125 purposively selected respondents. The data were analyzed using multiple linear regression via SPSS. Findings indicate that both e-service quality and customer experience positively and significantly affect customer satisfaction, both individually and collectively. Key elements such as the app’s efficiency, security, and reliability, along with user experience factors like accessibility, promise fulfillment, and personalized service, are shown to be major contributors to the satisfaction of GoRide users in the area.

<p><em>A brand has a value that is delivered to the consumer. Services are everything that the consumers want to use and enjoy. In the transportation service industry, the best service is to create value services that can attract consumers to use the service. The object of ths study is consumers from the Y Generation. The Y Generation is a society group whose members are 26 years old and above, where the main two factors in relation to their needs is comfort and security. The Go-Jek brand is a well-known transportation services brand throughout Indonesia. The conclusion of this study is the high brand value of Go-Jek brand is increases the intention of using Gojek services especially from the Y Generation consumers. The implication of this study is that Go-Jek Company must utilise Y Generation consumer needs such as comfort and an alternative path for travelling so then the consumer can arrive at the destination faster. </em></p>