Continuance intention of micro entrepreneurs using social media
The word-of-mouth impact
Keywords:
Word of Mouth, Perceived Usefulness, Consumer Satisfaction, Perceived Ease of Use, Continuance IntentionAbstract
This study aims to analyze the effect of continuing intention, word of mouth, perceptions of benefits, habits, consumer satisfaction, perceptions of the ease with which micro entrepreneurs market their products or services on the TikTok application. Data were obtained from online questionnaires distributed through social media. The technique of entering the sample uses non-probability sampling. Respondents in this study were 262 micro-entrepreneurs who use TikTok as a marketing medium in Indonesia. The dependent variable in this study is continuous intention, free from word of mouth. Intervening variables consist of perceived usefulness, habits, consumer satisfaction, and perceived ease of use. The analytical method in this research is Structural Equation Modeling (SEM) using SPSS and AMOS software version 22.0. The results of the study prove that the intention to continue has an effect on consumer habits and satisfaction. In addition, word of mouth has no effect on perceived usefulness, perceived usefulness has no effect on continuation intentions, and perceived ease of use does not affect continuation intentions.
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