Measuring tools for analyzing influencing social media marketing and EWOM via TIKTOK application on purchase intention

Adzani, Ozkabia Ardana and Indrawati, Indrawati (2025) Measuring tools for analyzing influencing social media marketing and EWOM via TIKTOK application on purchase intention. International Journal of Science and Research Archive, 16 (1). pp. 951-955. ISSN 2582-8185

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.