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All Journal Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen)
Nur'Aeni Nur'Aeni
Universitas Pelita Bangsa
Economics, Econometrics & Finance

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THE MEDIATING ROLE OF ELECTRONIC WORD OF MOUTH IN THE RELATIONSHIP BETWEEN CONTENT MARKETING AND PURCHASE DECISIONS ON TIKTOK SHOP Rustianah Rustianah; Nur'Aeni Nur'Aeni; 3Riski Eko Ardianto; Wiyarno Wiyarno; Lisa Sri Kartika
ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN) Vol 13, No 2 (2026): ECOBISMA
Publisher : Published by the Faculty of Economics and Business, University of Labuhanbatu, North Sumat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ecobi.v13i2.9186

Abstract

PURPOSE - This study aims to analyze the influence of content marketing on purchase decisions and to test the role of E-WOM as a mediating variable in this relationship among TikTok Shop users. Conceptually, this study employs the Stimulus–Organism–Response (SOR) framework, positioning content marketing as the stimulus, E-WOM as the socio-psychological mechanism, and purchase decisions as the behavioral response.METHODOLOGY - The research method used is a quantitative approach with an explanatory design. Data were collected via an online questionnaire administered to TikTok Shop users selected using purposive sampling, with 100 respondents. Data analysis was conducted using SEM-PLS with the assistance of SmartPLS software to test direct and indirect relationships among variablesFINDING - The results revealed that content marketing significantly influenced purchase decisions (β = 0.265, p = 0.006) and E-WOM (β = 0.595, < 0.001). Furthermore, E-WOM significantly influenced purchase decisions (β = 0.561, p < 0.001). Regarding indirect relationships, E-WOM significantly mediated the relationship between content marketing and purchase decisions, with an indirect effect coefficient of β = 0.334 (p < 0.001). These findings indicate that E-WOM strengthens the influence of content marketing on purchase decisions among TikTok Shop users
Co-Authors 3Riski Eko Ardianto Lisa Sri Kartika Rustianah Rustianah Wiyarno