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All Journal eCo-Buss Community Engagement and Emergence Journal (CEEJ)
Muhammad Haldy
Universitas Putera Batam
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions

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Pengaruh Marketing digital, Brand image, dan E-WOM Terhadap Keputusan Pembelian Produk Finally Found You Pada TikTok Shop di Kota Batam Fiona Frederica; Muhammad Haldy
eCo-Buss Vol. 8 No. 3 (2026): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i3.3530

Abstract

The development of social media-based electronic commerce, particularly through the TikTok Shop platform, encourages business actors to implement effective advertising strategies to influence consumers’ purchasing decisions. TikTok Shop has become one of the most widely used platforms due to its ability to integrate entertainment content, promotion, and transactions directly, thereby providing an interactive shopping experience for consumers. The purpose of this study is to examine the effects of Digital Marketing, Brand image, and E-WOM on purchasing decisions of Finally Found You products on TikTok Shop in Batam City. This study utilizes a quantitative methodology, with data gathered via questionnaires administered to 120 respondents. The data were subsequently analyzed utilizing SPSS to investigate the relationships among the research variables. The results indicate that Digital Marketing, Brand image, and E-WOM each have a positive and statistically significant effect on consumers’ purchasing decisions. Furthermore, these three variables simultaneously have a positive and positive and substantial impact on purchasing decisions.. These findings suggest that effective digital marketing management, a strong brand image, and positive E-WOM play an important role in enhancing purchasing decisions and strengthening a company’s competitiveness on the TikTok Shop platform.
Pengaruh E-WOM, Social Media Marketing, dan Digital Marketing Terhadap Minat Beli Konsumen Tiktok Shop Kota Batam Cindy Marcella; Muhammad Haldy
eCo-Buss Vol. 8 No. 3 (2026): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i3.3588

Abstract

Studi ini menelaah peran E-WOM, social media marketing, dan digital marketing dalam membentuk minat beli pengguna TikTok Shop di Kota Batam Tujuan utamanya menguji seberapa kuat ketiga sumber informasi digital tersebut mendorong niat konsumen untuk bertransaksi. Pendekatan kuantitatif dipakai melalui survei terhadap 150 responden yang dipilih dengan purposive sampling, lalu dianalisis lewat regresi linier berganda berbasis SPSS. Kualitas data diuji dengan validitas Pearson, reliabilitas Cronbach Alpha, serta asumsi klasik yang mencakup normalitas, multikolinearitas, dan heterokedastisitas. Hasil uji menunjukkan bahwa E-WOM (β = 0,288; p < 0,001), social media marketing (β = 0,415; p < 0,001), dan digital marketing (β = 0,176; p = 0,008) memiliki hubungan positif dengan minat beli, dengan kontribusi paling kuat berasal dari social media marketing. Nilai Adjusted R² sebesar 0,571 menandakan bahwa ketiga variabel menjelaskan 57,1% variasi minat beli. Simpulan ini menegaskan bahwa ulasan pengguna, aktivitas promosi sosial, dan kualitas sistem digital perlu berjalan selaras agar niat membeli di TikTok Shop tetap terjaga.
Pengaruh Nilai Pelanggan, Kualitas Produk, dan E-WOM terhadap Keputusan Pembelian Produk Y.O.U di Shopee Kaitlyn Kaitlyn; Muhammad Haldy
eCo-Buss Vol. 8 No. 3 (2026): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i3.3602

Abstract

Perkembangan e-commerce mendorong perubahan perilaku konsumen dalam mengambil keputusan pembelian, khususnya pada produk kosmetik yang sangat dipengaruhi oleh informasi digital. Shopee menjadi platform utama bagi konsumen untuk membandingkan produk, membaca ulasan, dan menilai kualitas sebelum melakukan pembelian. Studi ini bertujuan menganalisis pengaruh nilai pelanggan, kualitas produk, dan electronic word of mouth (E-WOM) terhadap keputusan pembelian produk Y.O.U di Shopee. Data dikumpulkan melalui kuesioner daring dari 182 responden yang pernah membeli produk Y.O.U, kemudian dianalisis dengan regresi linear berganda dengan bantuan SPSS. Hasil uji parsial memperlihatkan bahwa nilai pelanggan, kualitas produk, dan E-WOM berkontribusi positif dan signifikan pada keputusan pembelian, dengan E-WOM sebagai variabel yang memiliki pengaruh paling kuat. Uji simultan juga menunjukkan bahwa ketiga variabel secara bersama-sama berkontribusi signifikan pada keputusan pembelian. Nilai koefisien determinasi menunjukkan bahwa model mampu menjelaskan sebagian besar variasi keputusan pembelian konsumen. Temuan ini memperlihatkan bahwa keputusan pembelian di platform e-commerce terbentuk melalui kombinasi persepsi nilai, pengalaman produk, dan informasi sosial yang diterima konsumen.
Pengaruh Kualitas Produk, Persepsi Harga, Dan Citra Merek Terhadap Minat Beli Konsumen Di Jiniso Marketplace Shopee Florean Florean; Muhammad Haldy
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 2 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i3.10286

Abstract

In general, after people have fulfilled their primary needs, consumers will then meet their secondary needs in order to maximize their standard of living. One of the secondary products that attracts public interest is fashion, which is influenced by product quality, price perception, and brand image. Having fashion products that meet one’s needs is an expectation desired by society. This condition has become one of the factors driving the rapid growth of entrepreneurs or traders who compete to develop their businesses through various strategies aimed at attracting consumer interest, leading to consumers’ decisions to purchase and use the products offered.  Broadly speaking, the purpose of this research is to determine the influence of product quality, price perception, and brand image on consumers’ purchase intention at Jiniso on the Shopee marketplace. This study employs a non-probability sampling technique, with a total of 105 respondents. The data were collected through the distribution of digital questionnaires using Google Forms and were processed using SPSS version 30. Several data tests were conducted, including quality tests, classical assumption tests, effect tests, and hypothesis testing. The results of the analysis indicate that the dependent variable is positively and significantly influenced, both partially and simultaneously. The implications of this research can serve as a consideration for entrepreneurs. Other factors must also be taken into account in running a business so that producers pay attention to the importance of consumers’ purchase intention, thereby increasing consumers’ interest in making purchase transactions at the store while also maintaining consumer loyalty.
Co-Authors Cindy Marcella Fiona Frederica Florean Florean Kaitlyn Kaitlyn