Article Per Year (5 Year)
p-Index From 2021 - 2026
1.879
P-Index
This Author published in this journals
All Journal Jurnal EMT KITA Jurnal Sains Sosio Humaniora Jurnal Mantik Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Penyuuhan dan Pemberdayaan Masyarakat (JPPM) Journal of Artificial Intelligence and Digital Business Student Scientific Creativity Journal International Journal of Integrative Sciences Nusantara Journal of Multidisciplinary Science
Ayi Muhiban
Universitas Nasional Pasim
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

Published : 11 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 11 Documents
Search

 1   2 
Pengaruh Harga dan Electronic Word of Mouth (E-Wom) terhadap Keputusan Pembelian di Tiktok Shop pada Konsumen Generasi Z Kelurahan Campaka Kota Bandung Anita Lestari; Ayi Muhiban
Student Scientific Creativity Journal Vol. 4 No. 3 (2026): Student Scientific Creativity Journal
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/sscj-amik.v4i3.6149

Abstract

This study aims to examine the influence of price and electronic word of mouth (e-WOM) on purchase decisions among Generation Z consumers in Campaka Subdistrict, Bandung City, with a specific focus on the TikTok Shop platform. This research employs a quantitative approach using a survey method by distributing questionnaires to Generation Z consumers in Campaka Subdistrict, Bandung City, with a total of 98 respondents to collect the data. The results of the study indicate that both price and electronic word of mouth have a significant positive effect on purchase decisions among Generation Z consumers in Campaka Subdistrict, Bandung City. Price is generally perceived as good, although aspects related to price suitability based on income levels and purchasing power still show some weaknesses. Similarly, e-WOM activity is considered positive; however, there are still relatively weak aspects regarding the diversity of consumer reviews, as not all respondents actively pay attention to the variation of opinions in reviews. The findings also reveal a significant influence of these variables, where the effect of price on purchase decisions reaches 35.4%, while electronic word of mouth contributes 29.5%, and the combined effect of price and electronic word of mouth on purchase decisions is 64.9%. This study concludes that improvements in price perception and e-WOM can enhance purchase decisions.
Co-Authors Ade Wartono Alamsyah Anita Lestari Ayi Kurniawati Dahlan Ramdhani, Dahlan Erwinda Karina Putri Febriyan Muliany Herlina Herlina Iyak Solihat Kusuma, Bagus Arya Kusumaningrum, Arini Natasya Fadilla Rahmatunnisa Rafiuddin Akil Rosmansyah Saepuloh, Cepi Salsabila Andi Akil Yanti Permatasari Yanti Setianti