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Navinda Natasya

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Open access Oct 2026

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...

Navinda Natasya, Ria Iswati, Amaliyah Amaliyah et al. · 0 citations

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