School of Economics and Business, Telkom University, Indonesia.
International Journal of Science and Research Archive, 2025, 16(01), 951-955
Article DOI: 10.30574/ijsra.2025.16.1.2103
Received on 04 June 2025; revised on 09 July 2025; accepted on 12 July 2025
Social media marketing refers to brand-driven efforts to engage with audiences through digital platforms, while eWOM represents consumer-generated opinions and experiences shared online, which are often perceived as more authentic and trustworthy. This study aims to develop and conduct a pilot test of a measuring tool designed to analyze the influence of social media marketing (SMM) and electronic word of mouth (eWOM) through the TikTok application on consumer purchase intention. A total of 30 participants were selected for the pilot test to evaluate the reliability and validity of the instrument. The pilot test reveals in measuring the material data which consist of 7 constructs and 33 items proposed that are valid and reliable. This study can be proposed measurement material for further.
Social Media Marketing; eWOM, Tiktok; Purchase Intention; Pilot Test
Preview Article PDF
Ozkabia Ardana Adzani and Indrawati. Measuring tools for analyzing influencing social media marketing and EWOM via TIKTOK application on purchase intention. International Journal of Science and Research Archive, 2025, 16(01), 951-955. Article DOI: https://doi.org/10.30574/ijsra.2025.16.1.2103.
Copyright © 2025 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0
