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Siregar, Qahfi Romula
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Religion Arts Humanities Astronomy Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Other

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Pengaruh Electronic Word Of Mouth dan Kualitas Produk terhadap Keputusan Pembelian Melalui Kepuasan Pelanggan Tiktok Shop Gultom, Dedek Kurniawan; Siregar, Qahfi Romula
Bursa : Jurnal Ekonomi dan Bisnis Vol. 5 No. 1 (2026): Januari 2026
Publisher : Lembaga Riset Ilmiah, Yayasan Mentari Meraki Asa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59086/jeb.v5i1.1194

Abstract

Penelitian ini bertujuan untuk menguji pengaruh langsung dan tidak langsung Electronic Word Of Mouth dan Kualitas Produk terhadap Keputusan Pembelian melalui Kepuasan Pelanggan pada Masyarakat Kota Medan Pengguna Aplikasi Tiktok ShopPenelitian ini termasuk jenis penelitian kuantitatif. Sampel dalam penelitian ini dihitung menggunakan quota sampling 100 responden Masyarakat di Kota Medan Penelitian ini menggunakan angket sebagai teknik pengumpulan data. Untuk menguji ketujuh hipotesis dalam penelitian ini menggunakan teknik analisis data dengan bantuan software SmartPLS. Hasil penelitian ini menyatakan bahwa Electronic Word Of Mouth secara langsung mempengaruhi Keputusan Pembelian. Kualitas Produk mempengaruhi Keputusan Pembelian. Electronic Word Of Mouth mempengaruhi Kepuasan Pelanggan. Kualitas Produk mempengaruhi Kepuasan Pelanggan. Kepuasan Pelanggan mempengaruhi Keputusan Pembelian. Dan secara tidak langsung Electronic Word Of Mouth mempengaruhi Keputusan Pembelian Melaui Kepuasan Pelanggan. Kualitas Produk mempengaruhi Keputusan Pembelian Melaui Kepuasan Pelanggan pada Masyarakat Kota Medan Pengguna Aplikasi Tiktok Shop This study aims to examine the direct and indirect influence of Electronic Word Of Mouth and Product Quality on Purchase Decisions through Customer Satisfaction in the Medan City Community Users of the Tiktok Shop ApplicationThis research is a type of quantitative research. The sample in this study was calculated using a quota sampling of 100 community respondents in Medan City This study used a questionnaire as a data collection technique. To test the seven hypotheses in this study, data analysis techniques were used with the help of SmartPLS software. The results of this study state that Electronic Word Of Mouth directly affects Purchase Decisions. Product Quality influences Purchase Decisions. Electronic Word Of Mouth affects Customer Satisfaction. Product Quality affects Customer Satisfaction. Customer Satisfaction influences Purchase Decisions. And indirectly Electronic Word Of Mouth influences Purchase Decisions Through Customer Satisfaction. Product Quality Affects Purchase Decisions Through Customer Satisfaction in the Medan City Community Tiktok Shop Application Users
Co-Authors Aminarti, Mahdini Chandra, Ayu Ardilla Dedek Kurniawan Gultom Ginting, Camelia Harahap, Wanda Fadilah Helmalianika, Elsye Inovia, Neni isfenti sadalia Jufrizen Lubis, Muhammad Azmi Lufriansyah, Lufriansyah Marunduri, Putri Ahda Sabilla Monica, Clara Nasution, Yusneni Afrita Reiza Hasmaini Simatupang, Jumeida Siregar, Shafa Kanna Anjani Sri Puji Lestari Tari, Aprilia Vidiyawati, Wina Wulandari, Dina Fitri