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INFLUENCE OF EWOM ON PURCHASE INTENTIONS THROUGH SOCIAL MEDIA

MARKETING INTERVENING VARIABLES ON PRODUCT SOMETHINC

Article · March 2023

DOI: 10.17605/OSF.IO/BPR27

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 DOI 10.17605/OSF.IO/BPR27

INFLUENCE OF EWOM ON PURCHASE INTENTIONS THROUGH

SOCIAL MEDIA MARKETING INTERVENING VARIABLES ON
PRODUCT SOMETHINC

ARETHA SYIVA QINTHARA ADNI

Business Administration, Faculty of Communication and Business, Telkom University, Indonesia.
Email: arethasyiva@student.telkomuniversity.ac.id
ARRY WIDODO
Business Administration, Faculty of Communication and Business, Telkom University, Indonesia.
Email: arrywie@telkomuniversity.ac.id

Abstract
The purpose of this study was to find out how significant the influence of electronic word-of-mouth (EWOM) is
on purchase intentions through social media marketing as an intervening variable. This study used a quantitative
method with a descriptive approach, using a non-probability sampling technique with a total sample size of 400
respondents. Data collection was carried out by distributing questionnaires to consumers who use Somethinc
products in the city of Bandung. The data analysis method used in this study is SEM-PLS, which was processed
using SmartPLS 3.0 software. According to the findings of this study, EWOM has a positive and significant effect
on purchase intention, with a value of 6.286 > 1.649; E-WOM has a positive and significant effect on social media
marketing; social media marketing has a positive and significant effect on purchase intention; and EWOM has a
positive and significant effect on purchase intention via social media marketing as an intervening variable on some
products.
Keywords: EWOM, Purchase Intentions, Social Media Marketing, Product Somethinc.

1. INTRODUCTION
The presence of the internet has facilitated communication and sources of information using
various media. One of them is by using social media (Hajli, 2018). Social media has strong
content power for getting information about a product. Most people today choose to use social
media as a means to obtain and exchange information about a product online (Yadav et al.,
2015). Therefore, social media can be used as a place for consumers to find information. This
information can be in the form of reviews, reviews, and comments about a product, which can
be referred to as "electronic word-of-mouth" (EWOM). EWOM spread over social media
platforms has the ability to make a product trending and viral, allowing it to reach a larger pool
of potential customers (Hossain et al., 2019).
One of the social media sites that can be used to get information about a product is TikTok. On
TikTok, there are reviews of positive consumer comments that will affect the increase in
interest in buying products, while there are also reviews of negative consumer comments that
will affect the decrease in interest in buying products. This means that reading reviews or
EWOM will influence a consumer's purchasing decision. According to Yaylı and Bayram
(2012), EWOM is a positive or negative statement by actual potential customers about a

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product via the internet. The spread of EWOM can be done through various social media
platforms such as Instagram, TikTok, Twitter, and Facebook. EWOM is important for
consumers in determining opinions because it can reach a wider range than word-of-mouth
communication methods.
According to Rimadias et al. (2021), EWOM is a communication process in the form of
providing recommendations both individually and in groups for a product or service with the
aim of providing personal information. EWOM allows consumers who have never met to
provide information about a product or service (Praptiningsih, 2021). EWOM is a way for
consumers to learn about a company's product and service quality (Hussain et al., 2018).
Intensity, valence of opinion, and content are the three components that comprise EWOM.
(Ahmad et al., 2022).
Now people are increasingly aware of and understand the importance of beautifying
themselves, which has caused the cosmetics industry in Indonesia to experience a significant
increase (Malini et al., 2022). The Center for Public Communication of the Ministry of Industry
(2015) believes that cosmetics are included as a mainstay sector, as stated in the Industrial
Development Master Plan for 2015–2035. The Indonesian people have a considerable interest
in cosmetic products, which has led to a growth of 9 percent in the cosmetic industry in 2020.
The Ministry of Industry (2020) states that in 2019, local cosmetic products exported reached
US$600 million, higher than in 2018, which was US$556.36 million. Indonesia is a market for
cosmetics that is large enough to market products overseas. The young, or millennial,
generation dominates the Indonesian cosmetics market. Massive promotional activities are
needed for local cosmetic products so that they can be increasingly recognized in the
international market.
Investor Daily (2018) states that the millennial generation is an important key to marketing
through social media because it is more effective and less costly. This can be seen from data
from the Coordinating Ministry for Economic Affairs, which shows an increase in online
transactions for cosmetic and spa products by 80% in 2020. Enthusiasts who continue to grow
every year can be a great opportunity for business people to earn large profits (Shirazi, 2016).
At this time, the cosmetic industry is developing with this opportunity, and various beauty
product brands are competing with each other to be the best in the eyes of consumers.
Somethinc is a skincare and beauty product. Somethinc is ranked third in 2022, with total sales
of IDR 99.8 billion and 895.7 products sold. This makes it difficult to communicate to
customers somethinc that is not quite superior in terms of branding. Somethinc is also
experiencing a decline in online search interest from 2021–2022.
Based on data accessed from trend.google.com, it is explained that there is a decrease in interest
in searching for the Somethinc product from April through November 2022. Interest is
described as a person's situation before taking action, which can be used as a basis for
predicting behavior (Janah & Suswardji, 2021). The lowest search was in November, which
reached 37, and the highest search for the Somethinc brand was in December, which reached
100. Purchase intention is a consumer behavior that has the desire to buy and choose a product

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based on its experience using the (Kotler & Keller, 2021). According to Sa’ait et al. (2016),
purchase intention is the decision made by consumers to buy a product or service. Purchase
intention can also be said to be a choice made by the customer after analyzing several similar
products.
Somethinc uses a marketing strategy through social media, including TikTok, with 1.4 million
followers and 22.8 million likes. Somethinc creates video content that contains information
about Somethinc beauty products. Somethinc also uses the TikTok Live Shopping feature to
market products at lower prices or provide free products for consumers who are loyal to
watching and buying Somethinc products. Beauty vloggers and beauty influencers also
reviewed Somethinc products with positive comments because these products were considered
to have a quality that was not inferior to products from abroad. Many have experienced the
changes themselves after using a series of products from Somethinc.
By utilizing the right marketing tricks, Somethinc products can be marketed to enhance the
image of their products so that they will generate buying interest. According to Dwivedi et al.
(2021), marketing products with social media is considered more effective, offers faster
responses, and has lower costs, so as to enable the marketing process to run more optimally
and achieve marketing goals. Social media marketing is a form of marketing directly or
indirectly used to build awareness, recognition, recall, and action around a brand using the
social web (Eid et al., 2020). Social media marketing is one of the driving aspects of EWOM,
which is carried out by customers to other potential customers and done mouth-to-mouth to
provide good views (Cheung et al., 2021).
Judging from the phenomenon described above, EWOM through social media marketing can
have an influence on purchase intention, so many brands or companies currently use social
media marketing to introduce products or brand messages that they want to convey to
consumers by using social media as a promotional medium. Then it will increase EWOM made
by consumers so that it can increase people's interest in buying a product that is marketed. This
study was conducted to determine the effect of electronic word-of-mouth (EWOM) on
purchase intention through social media marketing and intervening variables on Somethinc
products in Bandung City, Indonesia.

2. LITERATURE REVIEW
Relations between social media marketing and electronic word-of-mouth (EWOM)
According to Solis and Kutcher (2010), social media is an important part of a larger and more
complete sales, service, communication, and marketing strategy that adapts to markets and
people. Social media marketing is a way of providing opportunities for everyone to market
websites, products, or services and announce them to the public on a large scale that is
traditionally unreachable (Dwivedi et al., 2021).
According to Reza Jalilvand and Samiei (2012), suggestions or comments from other
consumers, such as sharing explanations on platforms and in communities, can affect consumer
buying intentions. With the use of electronic word-of-mouth through social media, it can go

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viral and trend so that it can reach a wider range of potential consumers. Electronic word-of-
mouth can make people more confident in buying the product because there are reviews about
it from people we trust, be they friends or even influencers. Social media users range from
parents to the younger generation, especially the millennial generation.
This is in line with the research of Muhammad et al. (2021). The research results show that:
1) Social media marketing has a partially positive and significant effect on purchase
intention.
2) EWOM has a partially positive and significant effect on purchase intention.
3) Social media marketing and EWOM have a simultaneous effect on purchase intention.
Relationship between social media marketing and purchase intention
According to Sudirjo (2020), social media has a variety of facilities, including blogs, social
networking services, social media sharing services, social bookmarking services, social news
services, social geolocation and meeting services, and community building services. Social
media has been used to market products and services via social media marketing. Social media
marketing is the process of promoting a website, products, or services through online social
channels and communicating with the larger community in order to maximize marketing results
(Dwivedi et al., 2021).
According to Baker and Fulford (2016), purchase intention is an opportunity for consumers to
plan to purchase a product over a period of time, and certain factors are the main ones that
influence purchasing behavior.
Customers can find complete and easy-to-understand information about a product through
social media, which makes them more likely to want to buy it. Increased consumer interaction
with social media activities can increase consumers' tendency to buy, and this positive
influence will last for several weeks (Xie & Lee, 2015). Promotion using social media
influences consumer-buying interest.
This is in line with previous research conducted by Sinaga and Sulistiono (2020), which states
that electronic word-of-mouth and social media promotion variables have a positive and
significant effect on purchase intention. Partially, the electronic word-of-mouth variable has a
positive and significant effect on purchase intention, as well as the social media promotion
variable, which also has a significant and positive effect on purchase intention (Yusiana et al.,
2021).
Relationship between electronic word-of-mouth (EWOM) and purchase intention
In today's digital era, humans can easily search for something on social media. When looking
for a product, it can be seen from reviews, blogs, or brand ambassadors on each product's social
media. This makes EWOM have an effect on the ease with which a person can find positive
and negative comments about the product without having to meet face-to-face. EWOM offers
explanations of information obtained from the good, neutral, or bad experiences of prospective

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buyers, actual customers, and former consumers of products, services, brands, or companies,
and these experiences were obtained through the internet (Roy et al., 2019).
Lăzăroiu et al. (2020) define purchase intention as the process by which consumers decide,
based on a number of factors, to buy one brand over competitors. Consumers who are
influenced by positive word of mouth are more likely to make a purchase decision, while
consumers who are influenced by negative word of mouth are less likely to make a purchase
decision. Positive word of mouth will result in a higher quality view; negative word of mouth
will result in a lower quality view. Research by Pratama et al. (2019) shows that EWOM has a
big effect on whether or not someone plans to buy something. This means that people in
business need to realize that EWOM happens because of the influence of customers.
Relationship of electronic word-of-mouth (EWOM) to purchase intention through social
media marketing intervening variables
EWOM is a marketing technique using the internet that aims to build information orally to
support a business's marketing goals. EWOM is a form of good or bad judgment about the
characteristics of a product, corporate identity, or media that is widely distributed through the
internet. Buying interest is a behavior that arises in response to an object or to a repurchase.
Buying interest will appear when someone has obtained information about the desired product.
According to Hoyer et al. (2012), the existence of external influences, the emergence of a need
for a product, product introduction, and information evaluation are things that will add to
consumer interest in buying.
Social media marketing helps companies share good information about the products and
services they sell. Customers can find a variety of complete product information on social
media, which can pique their interest in purchasing the product. In line with Heller Baird and
Parasnis (2011), marketing using social media provides various benefits, including fast
delivery, ease to obtain, and can also attract consumer attention quickly so as to increase
consumer purchasing power.
This is in line with previous research by Winarno & Indrawati (2022)which found that social
media marketing has a direct positive and significant effect on EWOM. Age and gender
moderate the direct relationship between social media marketing and EWOM. Social media
marketing has a positive and significant direct effect on purchase intention. Age and gender do
not moderate the direct relationship between social media marketing and purchase intention.
EWOM has a positive and significant direct effect on purchase intention. Social media
marketing has a positive and significant indirect effect on purchase intention through EWOM.

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Social Media Marketing (Z)

1. Entertainment
2. Interaction
3. Trendliness
4. Customization

Purchase Intention (Y)

Electronic Word of Mouth (X)
1. Transactional Interests
1. Intensity
2. Referential Interests
2. Valance of Opinion
3. Referential Interests
3. Content
4. Explorative Interests

Figure 1. Framework for Thinking

Based on the previously discussed ideas, a research hypothesis can be developed: "Influence
of electronic word-of-mouth on purchase intentions via social media marketing intervening
variables on Somethinc products."
Hypothesis 1: There is an influence of EWOM on purchase intentions.
Hypothesis 2: Against the effect of EWOM on social media marketing
Hypothesis 3: There is an influence of social media marketing on purchase intention.
Hypothesis 4: There is an influence of EWOM on purchase intentions through social media
marketing.

3. RESEARCH METHOD
The research was carried out using a descriptive quantitative approach and causal research,
which aims to explain both causal and mutually influencing variables (Sugiyono, 2013). The
number of research samples was 400, with sampling criteria namely individuals who live in
the city of Bandung, have purchased something products at the TikTok shop, and follow
accounts and content created by Somethinc.
The procedure for collecting data uses a questionnaire with a sampling method using non-
probability sampling, which does not provide an opportunity for each member of the population
to be selected as a sample (Sugiyono, 2013). This study uses partial least squares (PLS)
structural equation modeling (SEM), while the development and testing of hypotheses use
SmartPLS statistics. The research analysis technique uses the outer model and inner model
approaches, while the variables in this study are endogenous, exogenous, and intervening.

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4. RESULTS AND DISCUSSION

Results of outer model testing
Outer models explain in a specific manner the connection between variables, both endogenous
and exogenous, with existing indicator variables. Testing on the outer model produces a score
of validity and reliability. The validity test in Sugiyono (2013) shows the level of
appropriateness between what happens to the object and the data collected by researchers. The
validity test conducted to determine whether the data obtained after the study is valid or not
uses a questionnaire.
Table 1: Convergent Validity
Variable AVE Critical Value Model Evaluation
EWOM (X) 0.578 Legitimate
Social Media Marketing (Z) 0.557 >0.5 Legitimate
Purchase Intention (Y) 0.516 Legitimate
Table 1 shows that the third variable has a higher AVE value (bigger compared score critical),
which is greater than 0.5. As a result, all variables satisfy conditional validity and are
convergent.
Table 2: Discriminant Validity
Purchase Social Media
Latent Variable EWOM (X)
Intention (Y) Marketing (Z)
EWOM (X) 0.760 - -
Purchase Intention (Y) 0.758 0.746 -
Social Media Marketing (Z) 0.875 0.782 0.718
According to table 2, the score AVE roots of each latent variable are taller than the score
correlation of the highest variable with the other, indicating that the settlement that results in
good discriminant validity is "Good."
Discriminant Validity can also be tested with score cross loading. Validity discriminant
happens if there are two instruments with different measures and the existing construction is
predictable and not relevant, so it produces a score that is not correlated. Following are the
results of factor burden reduction with the use of SmartPLS:

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Table 3: Cross Loading

Latent Variable EWOM (X) Purchase Intention (Y) Social Media Marketing (Z)
EW1 0.790 0.603 0.705
EW2 0.807 0.611 0.741
EW3 0.748 0.545 0.668
EW4 0.765 0.602 0.673
EW5 0.755 0.603 0.642
EW6 0.758 0.552 0.658
EW7 0.789 0.595 0.644
EW8 0.662 0.487 0.579
PI1 0.578 0.697 0.646
PI2 0.547 0776 0.584
PI3 0.555 0.711 0.564
PI4 0.521 0.736 0.492
PI5 0.552 0.736 0.543
PI6 0.550 0.781 0.573
PI7 0.612 0.763 0.620
PI8 0.592 0.764 0.620
SM1 0.573 0.585 0.665
SM2 0.621 0.591 0.722
SM3 0.657 0.571 0.734
SM4 0.640 0.589 0.764
SM5 0.563 0.521 0.675
SM6 0.630 0.532 0.718
SM7 0.633 0.555 0.732
SM8 0.702 0.602 0.767
SM9 0.626 0.544 0.700
SM10 0.630 0.524 0.701
Based on the data in table 3 which has been analyzed, the value of the cross loading factor for
each indicator more tall compared with value on construction other. So from that, betel that
indicators used in study this has fulfil terms. Based on results from the two validity tests that
have been conducted that is validity convergent and validity discriminant could settlement that
26 question items made as a research instrument.
A reliability test, according to Sugiyono (2013), is based on whether the results of a
measurement with the same object will produce the same data. An instrument has the ability to
be reliable. The instrument is said to be reliable if it is used to measure an object or the same
subject by the same person or by different people but produces similar relative data. The results
of this Cronbach Alpha (a) statistical test will indicate whether the determinant from the
statement used in the study is reliable or not. It is said to be reliable if the Cronbach alpha (a)
score is greater than 0.60 and the composite reliability value is greater than 0.7.

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Table 4: Composite Reliability and Cronbach's Alpha

Latent Composite Critical Critical Model
Alpha Cronbach
Variable Reliability Value Value Evaluation
EWOM (X) 0.916 0.895 reliable
Purchase
0.909 0.886 reliable
Intention (Y) >0.7 >0.6
Social Media
0.914 0.895 reliable
Marketing (Z)
In the data results table 4 above, you can see that the reliability composite has a value greater
than 0.7 and a Cronbach's alpha greater than 0.6, indicating that its own reliable results can be
used as measurement instruments in a study like this.
Test results of inner models
The measurement structural inner model aims to do influential examiner with other latent
variables. As for the measurement of the inner model, it can be conducted through the R-Square
value.
Table 5: R-Square Value
Variable R-Square ( 𝐑𝟐 )
Social Media Marketing (Z) 0.766
Purchase Intention (Y) 0.635
Table 5 shows the R-Square value of 0.766 for the variable "social media marketing" and 0.635
for the variable "intention to buy." The R-Square value for the variable "social media
marketing" indicates that EWOM has a 76.6% influence on social media marketing, with the
remaining 0.234 influenced by variables outside of this study.
Hypothesis Testing
Testing the process hypothesis in a study with the path coefficient and value P from SEM-PLS.
Based on the t-statistic in Table 6, the results of each hypothesis are as follows:
1) EWOM in favor of social media marketing Table 6 shows a t-statistic value of 33,909 >
1,649, so H0 is rejected and H1 is accepted. This shows that the EWOM variable has a
positive and significant effect on the social media-marketing variable.
2) EWOM towards Purchase Intention. Table 6 shows a t-statistic value of 3,819 > 1,649, so
H0 is rejected and H1 is accepted. This shows that the EWOM variable has a positive and
significant effect on the purchase intention variable.
3) The Influence of Social Media Marketing on Purchase Intention Table 6 shows a t-statistic
value of 6,526 > 1,649, so H0 is rejected and H1 is accepted. This shows that the social
media-marketing variable has a positive and significant effect on the purchase intention
variable.
4) EWOM toward purchase intention through social media marketing as an intervening factor
Table 6 shows a t-statistic value of 6,479 > 1,649, so H0 is rejected and H1 is accepted.

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This shows that the EWOM variable has a positive and significant effect on the purchase
intention variable through social media marketing as an intervening variable.
Table 6: Path Coefficient
Sample Standard
Original T-Statistics
Variable Average Deviation P value
Sample (O) (IO/STDEVI)
(M) (STDEV)
EWOM on Social Media Marketing 0.875 0.871 0.026 33,909 0.000
EWOM on Purchase Intentions 0.312 0.319 0.082 3,819 0.000
Social Media Marketing on Purchase
0.509 0.499 0.078 6,526 0.000
Intention
EWOM on Purchase Intention through
0.445 0.435 0.069 6,479 0.000
Social Media Marketing as Intervening

Discussion
In the research, the characteristics respondents used were type, gender, age, occupation, and
income per month. Respondents in a study based on category gender are dominated by women,
with 96.3% of the total respondents being women. It is consistent with the findings of a study
conducted by Putri et al. (2020), which discovered that more women are dominant in product-
related beauty.
Respondent characteristics based on category (Age 18-25 years) predominated in research by
85.3% (341 respondents). Next, the respondent category ages 26–35 years increased by 7.3%,
or 29 respondents. Respondents under the age of 18 accounted for 6.3%, or 27 respondents,
and respondents over the age of 35 accounted for 0.8%, or 3 respondents. This is consistent
with data from the Ministry of Industry (2018), which shows that millennials, or young adults,
are the most likely to purchase beauty products.
Respondent characteristics in research are also based on job category type. Respondents with
professional student or student status account for 81% of the total (324 respondents) in this
study. Profession respondents (defined as "employees") dominate with a total of 52
respondents, or as much as 13%. Following this are 19 respondents with the profession of
"entrepreneur," or 4.8%, and 5 respondents with the profession of "other," deviating from this
by 1.3%. This supports the statement previously made about the productive age in the city of
Bandung, namely 18–25 years old, or the age at which Generation Millennials graduate college.
Respondent characteristics are based on average monthly income. Respondents who dominate
the research—those with an average monthly income of IDR 1,000,000-IDR 5,000,000—
account for up to 70.3% of all respondents, or 281 people. This previously stated support
statement about the category age productive in the city of Bandung, as well as research about
this respondent, who dominate the category type profession that is student or student, is so
relevant with total dominating average monthly income, i.e., IDR 1,000,000-IDR 5,000,000
per month, as much as 70.3% of respondents or 281 respondents.
According to research conducted by Ramadhanti and Dewi (2022), the whole variable EWOM
to the mouth, including in the very good category, had a total score of 88.10% or as many as

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14,096. It demonstrates that the dimensions of the variables EWOM to the mouth could
influence the consumer's intention to purchase products containing somethinc. EWOM mouth
received the highest score for the variable statement "I like the information content presented
by the TikTok account somethinc about product variation." This explains why the majority of
respondents agreed that the consumer preferred the information content presented by
Somethinc via an application.
Variable intention buys are included in the "very good" category, according to Melinda et al.
(2018), with a total score of 88.04% or as many as 14,086. It demonstrates that the dimensions
of the variable "intention to buy" could describe high levels of consumers' interest in S-
methine-containing products. The statement with the highest score on the variable intention
and purchase is "I buy product Somethinc because I need care for myself," which explains why
the majority of respondents agreed that consumers buy products for their own needs in nursing.
According to the descriptive results analysis, whole variable social media marketing including
in the very good category with a total score of 87.64% or as many as 17,528 is consistent with
research conducted by Iksyanti and Hidayat (2022), it shows that the dimensions of the
variables of social media marketing could influence the intention to buy consumer products
somethinc. Of all statements on variables, earned social media marketing scored highest as "I
see Somethinc share informative content in several social media accounts" and "I got asked
about information about skin care needed through TikTok account Somethinc This explains
that the majority of respondents agreed that consumers know and see somethinc share
informative content in several social media accounts, and consumers could ask about
information about skin care needed through TikTok account somethinc.
R-Square values on variable social media marketing of 0.766 and 0.635 for variable intention
to buy The R-squared value for variable social media marketing indicates that EWOM
influences mouth to social media marketing by 76.6%, with the remaining 0.234 percent, or
23.4%, influenced by other variables not investigated in the study. According to Seo and Park
(2018), indicators from social media marketing are entertainment, interaction, trendlines,
customization, and perceived value.
On variables, intentions generated an R-squared value of 0.635. This means that the variable
"EWOM to mouth" has a 63.5% influence, and the remaining 0.365%, or 36.5%, is influenced
by other variables not studied in the study. According to Nurhandayani et al. (2019), there are
four types of indicators of purchase intent: interest transactional, interest referential, interest
preferences, and interest explorative.
Based on the results of SEM analysis that has been done got see hypothesis test results from
side EWOM, which was analyzed using the PLS method explained that variable EWOM to
mouth own influence to intention buy consumers on products something. This is caused
because the fourth variable's influential structure in a manner positive and significant to social
media marketing with the value is 33.909 > the tα value is 1.649 according to results from
SmartPLS data processing with procedure Bootstrap.
Based on the results of SEM analysis that has been done got see from hypothesis test results

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from side EWOM, which was analyzed using the PLS method explained that variable EWOM
to mouth own influence to intention buy consumers on products something. This is caused
because the fourth variable pedestrians who do not influence in a manner positive and
significant to intention buy with the to value is 3.819 > the tα value is 1.649 according to results
from SmartPLS data processing with procedure Bootstrap.
Based on the results of SEM analysis that has been done got see hypothesis test results from
side social media marketing, which is analyzed using the PLS method explained that variable
social media marketing's own influence to intention buy consumers on products something.
This is caused because the fourth variable pedestrians who do not influence in a manner
positive and significant to intention buy with the to value is 6.526 > the tα value is 1.649
according to results from SmartPLS data processing with procedure Bootstrap.
Based on the results of SEM analysis that has been done get to see from the hypothesis test
results influence no directly, which is analyzed using the PLS method explained that variable
EWOM to mouth own influence to intention buy mediated by social media product marketing
something. This is caused because the fourth variable pedestrians who do not influence in a
manner positive and significant to intention buy with tα value of 6.286 > tα value of 1.649
according to results from SmartPLS data processing with procedure Bootstrap.

5. CONCLUSION
Based on the results of research and discussion regarding the Influence of EWOM to Mouth
To Intention Buy Through Variable Intervene Social Media Marketing on Products Somethinc
that has to happen discussed in chap before, so could pull a conclusion that is as follows Based
on the analysis of the results descriptive, variable EWOM to mouth get a proportion of 88.10%
and entered inside the very good category. This explains that EWOM provided consumers with
products somethinc already good consumers often access information, interact with consumers
else, believe, will opinion given, and discussed product something. Based on the analysis of
the results descriptive, variable intention buy get a proportion of 88.04% and entered inside the
very good category. this explains that the intention buys consumer to produce somethinc
already good with consumer interest do transaction, interest for give reference with give a
recommendation to consumer else, can describe the taste and choose priority, yes capable dig
information from product something. Based on the analysis of the results descriptive, variable
social media marketing gets a proportion of 87.64% and entered inside the very good category.
This explains that social media marketing product somethinc already good with consumer
access account TikTok, give an opinion, follow up to date information, got the information
needed, get appropriate information, and can argue about product Somethinc, given content
make consumer interested. Based on the results of SEM analysis, variables electronics word
from mouth to mouth to intention buy to show a score of 33.909 > tα value of 1.649. So that
H0 is rejected and H1 is accepted, which means EWOM to mouth influential positive and
significant to intention buy consumers on products somethinc. Based on the results of SEM
analysis, variables social media marketing to intention buy show a score of 6.526 > tα value of
1.649. So that H0 is rejected and H1 is accepted, which means social media marketing is

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influential positive, and significant to the intention to buy consumer's products somethinc.
Based on the results of SEM analysis, variables electronics word from mouth to mouth to
intention buy mediated by social media marketing show a score of 6.286 > tα value of 1.649.
So that H0 is rejected and H1 is accepted, which means EWOM is influential positive, and
significant to the intention buy mediated by social media marketing on the product somethinc.

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