Pengaruh Petfluencer Marketing dan e-WOM terhadap Minat Beli Produk Pet healthcare Merek Olive Care di TikTok

Abstract

Fenomena pet humanization telah mendorong pertumbuhan industri pet healthcare di Indonesia sekaligus mengubah cara konsumen mengevaluasi produk melalui platform digital. Penelitian ini bertujuan menganalisis pengaruh petfluencer marketing dan e-WOM terhadap minat beli produk Olive Care di TikTok serta pengaruh petfluencer marketing terhadap e-WOM. Data dikumpulkan melalui kuesioner daring terhadap 202 pengguna TikTok aktif di Indonesia yang memiliki kucing dan pernah terekspos konten petfluencer serta ulasan Olive Care, kemudian dianalisis menggunakan SEM-PLS. Hasil menunjukkan bahwa petfluencer marketing merupakan prediktor dominan minat beli, e-WOM berpengaruh signifikan terhadap minat beli, dan petfluencer marketing berpengaruh signifikan terhadap e-WOM. Temuan ini mengimplikasikan perlunya kolaborasi petfluencer jangka panjang berbasis autentisitas konten disertai strategi yang aktif memicu kualitas dan volume e-WOM guna mengonversi eksposur konten menjadi minat beli yang konkret.

The pet humanization phenomenon has accelerated the growth of Indonesia's pet healthcare industry while transforming how consumers evaluate products through digital platforms. This study examines the effects of petfluencer marketing and e-WOM on purchase intention for Olive Care products on TikTok, as well as the effect of petfluencer marketing on e-WOM. Data were collected via online questionnaire from 202 active TikTok users in Indonesia who own cats and had been exposed to Olive Care petfluencer content and reviews, and analyzed using PLS-SEM. Results indicate that petfluencer marketing is the dominant predictor of purchase intention, e-WOM significantly influences purchase intention, and petfluencer marketing significantly influences e-WOM formation. These findings imply the need for long-term petfluencer collaborations grounded in content authenticity alongside strategies that actively amplify e-WOM quality and volume to convert content exposure into concrete purchase intention.