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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS EKUITAS (Jurnal Ekonomi dan Keuangan) Journal of Information System, Applied, Management, Accounting and Research Jurnal Riset Bisnis dan Manajemen Masyarakat Berdaya dan Inovasi ATRABIS: Jurnal Administrasi Bisnis (e-Journal) Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Dharma Bhakti Ekuitas International Journal of Business, Law, and Education Jurnal Pengabdian dan Pemberdayaan Nusantara (JPPNu) Jurnal Inovasi Masyarakat Bulletin of Management and Business Innovation Business Management and Accounting Journal Capacitarea : Jurnal Pengabdian Kepada Masyarakat Jurnal Manajemen dan Penelitian Akuntansi (JUMPA) Greenation International Journal of Engineering Science Journal of Business and Management Inaba Journal of Accounting Inaba Inaba of Community Services Journal Clean and Sustainable Production Journal of Economic Empowerment Strategy (JEES) Jurnal Bisnis Jurnal Humaniora, Ekonomi Syariah dan Muamalah Jurnal Siber Multi Disiplin Siber Journal of Advanced Multidisciplinary Jurnal Siber Transportasi dan Logistik Siber International Journal of Education Technology Jurnal Greenation Ilmu Akuntansi Greenation International Journal of Engineering Science Greenation International Journal of Law and Social Sciences Jurnal Pendidikan dan Kebudayaan Nusantara Jurnal Komunikasi dan Ilmu Sosial Dinasti Accounting Review Jurnal Kewirausahan dan Multi Talenta (JKMT) International Journal of Psychology and Health Science Jurnal Ekonomi, Manajemen, Akuntansi Journal of Management Research and Studies
Widiya Avianti
Dosen Fakultas Ekonomi Dan Bisnis, Universitas Winaya Mukti, Bandung, Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering 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 Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mechanical Engineering Neuroscience Nursing Public Health Social Sciences Other

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Journal : Journal of Management Research and Studies

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Buying Decisions on Online Shopping Platforms Influenced by Interesting Marketing Content and E-WOM Avianti, Widiya Avianti; Adelia Putri
Journal of Management Research and Studies Vol. 2 No. 2: July - December (2024)
Publisher : Optima Science

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Abstract

This study aims to analyze the influence of marketing content and E-WOM through the TikTok platform on purchase decisions on Shopee. The source of data in this study was obtained from the results of the distribution of primary questionnaires to student respondents of the STIE Wibawa Karta Raharja management and accounting study program for the 2020-2021 batch, with a research sample of 190 people. The analytical test tool used is SmartPLS 3.0. The results of this study show that marketing content has a significant positive influence (O=0.450) on the construction of purchase decisions. The value of t- statisties in the construct relationship is 9.750. E-WOM through the tiktok platform has a positive and significant influence (O=0.563) on the composition of purchase decisions. The value of t-statisties in this construct relationship is 13.071. Marketing Content and E-WOM through the TikTok platform have a significant effect on Purchase Decisions on shopee.
Co-Authors Abiyoga, Faizin Adam, Duki Adelia Putri Agus Mulyana Ahmad Hamzah Alfaizah, Insyirah Nisa Amanda, Septiana Angling Yunanto Anni Supriatini Annisa Fitri Anggraeni Aprianti, Deva Aryatie, Yayah Asyifa, Sarah Laila Azhar Affandi Bayu Lesmono Cahyadi Supyansuri Dani Setiadi Desy Ariyati Rahayu Devi Saeful Ulum Dian Nurpaida Duki Adam Endang Pitaloka Evi Syeftia Latifah Fadila, Vina Rizki Farah Fauziyah, Farah Fauzia, Fathia Firman Nasrulloh Fitria, Dissy Fitriani, lina Ganjar, Febriana Gumiwa, Ferdian Hardiani, Andlisa Shiamara Hari Afdani Heddy Setiawan Horas Djulius Ika Kartika Rahayu Imam Fauzi Imas Maesaroh Ina Revayanti Indah, Dewi Yuliati Indrajati, Indrajati Ismarianto, Dwi Iwan Ridwan Jayanti, Esti Jusdijachlan , R Jusdijachlan, R Jusdijachlan, R. Karoba, Dandrem Komar Priatna, Deden Komar, Deden Kurniasih, Ratna Lestari, Septiana Listiya, Alika Lusi Suwandari Lusiana Badriah Luthfi Setiadiwibawa Mela Tri Yusnita Minlaeni, Minlaeni Monica Rosiana Mubarok, Wildan Syahrul Mugiati, Titi Nurrahmi, Alfianti Nurramadhan, Delfina Permatasari, Arini Purwanto Purwanto R Jusdijachlan R. Jusdijachlan Rachman, Ariep Rahmawan, Moch Rifki Reza, Siti Nur Ridwan, Ridwan Ridwan, S Ridwan, S. Rosmayana, Andi RR. Ella Evrita Hestiandari S .Ridwan S Ridwan S. Ridwan Sahroni, Devina Samuel Samuel Sandha Medika Permana Septianawati, Dina Setiawan, Ismawan Siswanda, Andi Siti Fatimah Sodikin, Ujang Surya Putri, Alma Catherina Utami, Indri Putri Violeta, Arlienda Warsidi, Edi Winna Roswinna Wiriadinata, Andhika Yanti Yanti Yanti Yanti Yayat Rukayat