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All Journal JURNAL PENDIDIKAN TAMBUSAI Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi ISOQUANT : Jurnal Ekonomi, Manajemen dan Akuntansi International Journal of Economics, Business and Accounting Research (IJEBAR) ASSET: Jurnal Manajemen dan Bisnis ANALISIS Bussman Journal : Indonesian Journal of Business and Management Jurnal Terapan Ekonomi dan Bisnis (JTEB) E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SENMAS)
Titis Purwaningrum
Universitas Muhammadiyah Ponorogo
Humanities Economics, Econometrics & Finance Social Sciences

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Journal : Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi

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The Role of Electronic Worth of Mouth in Mediating TikTok Social Media Toward the Organizational Image of Universitas Muhammadiyah Ponorogo Eka Destriyanto Pristi A.; Fery Setiawan; Titis Purwaningrum
Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi Vol 17, No 1 (2022): March
Publisher : EKUILIBRIUM : JURNAL ILMIAH BIDANG ILMU EKONOMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (641.66 KB) | DOI: 10.24269/ekuilibrium.v17i1.4025

Abstract

The use of social media as a new medium in marketing has been considered quite effective. The users obtain plenty of marketing benefits through social media. TikTok social media has been recently famous amidst the society. This social media with a short video has the advantages to draw the attention of the viewers. The use of social media in marketing creates comments in the form of E-WOM which enables it to impact the image of an organization or company. This research uses a quantitative research method, taking 100 members of the campus tour of Universitas Muhammadiyah Ponorogo in 2021 as the sample. The marketing strategy using social media is executed by the technical implementation unit  of the new student admissions of Universitas Muhammadiyah Ponorogo by creating a short video uploaded in its Instagram account. The organizational image becomes a dependent variable of this research which will be tested by the use of TikTok as an independent variable and E-WOM as a mediator variable. The result of this research shows that E-WOM has a positive influence in mediating the impact of TikTok use toward the organizational image of Universitas Muhammadiyah Ponorogo. 
Co-Authors Alip Sugianto Anggi Arsita Indriyadini Archika Pramita Dewi Chamidah, Siti Eka Destriyanto Pristi A. Fery Setiawan Heri Wijayanto Iga Dwi Desty La Ode Sugianto Nur Sayidatul Muntiah Nurul Hidayah Oki Juwa Angger Madona Rohmad Dwi Setiaji Umi Farida Yuliya Pratiwi