Pengaruh Persepsi E-WOM Valence terhadap Brand Switching Behavior Konsumen Fashion Lokal di TikTok

Abstract

Arus ulasan digital (electronic word-of-mouth/E-WOM) di TikTok menjadi faktor penting dalam memengaruhi perilaku perpindahan merek (brand switching behavior) konsumen fashion lokal. Penelitian ini bertujuan menganalisis pengaruh persepsi E-WOM valence positif dan negatif terhadap brand switching behavior. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 222 responden di Jabodetabek dengan teknik purposive sampling. Data dianalisis menggunakan metode SEM-PLS. Hasil penelitian menunjukkan bahwa persepsi E-WOM valence positif dan negatif berpengaruh positif serta signifikan terhadap brand switching behavior. Namun, pengaruh persepsi E-WOM valence positif secara numerik koefisiennya lebih besar (0,632) dibandingkan negatif (0,274). Kedua variabel secara simultan menjelaskan 51,4% variasi brand switching behavior. Temuan ini menunjukkan bahwa penguatan ekosistem ulasan positif memiliki koefisien pengaruh yang lebih besar dibandingkan pengaruh ulasan negatif dalam mendorong perpindahan merek.

The flow of digital reviews (electronic word-of-mouth/E-WOM) on TikTok has become an important factor influencing brand switching behavior among local fashion consumers. This study aims to analyze the effect of perceived positive and negative E-WOM valence on brand switching behavior. A quantitative approach was employed through a survey of 222 respondents in Jabodetabek using purposive sampling technique. Data were analyzed using the SEM-PLS method. The results indicate that both perceived positive and negative E-WOM valence have a positive and significant effect on brand switching behavior. However, the effect of perceived positive E-WOM valence is numerically larger (0.632) than that of negative valence (0.274). Both variables simultaneously explain 51.4% of the variance in brand switching behavior. These findings suggest that the reinforcement of a positive digital review ecosystem has a larger effect coefficient than negative reviews in driving brand switching.