ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH PADA MEDIA SOSIAL TIKTOK TERHADAP CITRA MEREK DAN MINAT BELI PELANGGAN PADA SITUS ONLINE SHOPEE

This study aims to analyze the effect of electronic word mouth on Tiktok social media brand image and customer buying interest Shopee online site. The population used in this are users who live Bitung city. sample was 112 respondents, were determined using purposive sampling method. research method uses a causal descriptive with quantitative approach. results statistics show that e-WOM variable, review indicator gets highest average value. idea content detail indicators get value for Brand Image variable. Moreover, Purchase Interest uniqueness t-test showed partially affected Image, had no interest, influenced Buying interest. f-test variable simultaneously significantly affect Interest. And Sobel test is able mediate relationship between variable.
 Keywords: image, e-WOM, Shopee, Tiktok.
 Penelitan ini bertujuan untuk menganalisis pengaruh dari (e-WOM) pada sosial terhadap citra merek dan minat beli pelanggan situs Shopee. Populasi yang digunakan penelitian adalah pengguna berdomisili di kota Bitung. Sampel sebanyak responden ditentukan menggunakan metode sampling. Metode deskriptif kausal dengan pendekatan kuantitatif. Hasil statistik menunjukan dalam variabel indikator ulasan mendapatkan nilai rata-rata tertinggi. Untuk merek, ide konten Dan beli, ketertarikan keunikan niali uji t secara parsial berpengaruh tidak Minat Beli. f menunjukan, simultan signifikan beli. hasil mampu memediasi hubungan antara beli.
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