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Agus Dwi Cahya
Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia
Economics, Econometrics & Finance

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The Role of E-wom in TikTok Shop in Improving Purchase Decisions with Brand Awareness and Viral Trends as Intervening Variables Adellia Amandasari; Agus Dwi Cahya; Bernadetta Diansepti Maharani
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9975

Abstract

This study aims to analyze the effect of Electronic Word of Mouth (e-WOM) on Purchase Decision among TikTok Shop users, with Brand Awareness and Viral Trends as intervening variables. A quantitative approach was used with the SEM-PLS method on 120 active TikTok users who had made purchases through TikTok Shop. The results show that e-WOM has a positive and significant effect on purchase decisions, as well as a significant effect on Brand Awareness and Viral Trends. However, Brand Awareness was not found to have a direct effect on purchase decisions and did not mediate the relationship between e-WOM and purchase decisions. Conversely, Viral Trends acted as a significant mediating variable in strengthening the effect of e-WOM on purchase decisions. These findings indicate that in the context of TikTok Shop, viral phenomena and product popularity play a more dominant role in driving purchase decisions than mere brand awareness.
Co-Authors Adellia Amandasari Bernadetta Diansepti Maharani