TikTok eWOM and Purchase Intention at Sushi Republic: The Mediating Roles of Information Adoption and Brand Image
DOI:
https://doi.org/10.59261/jequi.v8i4.405Keywords:
Brand Image, Electronic Word of Mouth, Information Adoption, Purchase Intention, TikTok CommentsAbstract
Background: TikTok is increasingly used to gather restaurant information, but the way comment-based eWOM becomes part of a consumer's purchase decision is still insufficiently explained. This study focuses on the informational and perceptual processes that connect TikTok comments with purchase intention.
Objective: The study examines whether Information Quality, Information Quantity, and Information Credibility in Sushi Republic TikTok comments are associated with Purchase Intention directly and through Information Usefulness, Information Adoption, and Brand Image.
Methods: A cross-sectional quantitative survey involved 400 Indonesian TikTok users who had encountered Sushi Republic content and its comments. Responses were recorded on a five-point Likert scale and assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Results: All three eWOM dimensions showed significant relationships with Information Usefulness, Brand Image, and Purchase Intention. Information Usefulness strongly predicted Information Adoption, which, together with Brand Image, was related to Purchase Intention. The model explained 60.6% of the variance in Purchase Intention (R² = 0.606).
Conclusion: TikTok comments affect restaurant purchase intention through information processing and brand-related evaluation. For practice, comment management should emphasize information that is useful, credible, and sufficiently informative.
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