The effect of TikTok-based electronic word of mouth (e-WOM) on consumer purchase intention: Evidence from Kedai Cak Dul Srikana, Indonesia
The growing use of TikTok as a digital marketing platform makes electronic word of mouth (e-WOM) relevant to understanding consumer purchase intention in culinary businesses. This study aims to analyze the effect of e-WOM through TikTok on purchase intention among consumers of Kedai Cak Dul Srikana. A quantitative appr...