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All Journal MBR (Management and Business Review)
Bagas, Stio
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Economics, Econometrics & Finance Social Sciences

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Peran digital marketing terhadap minat beli pada Tiktok Shop dimediasi electronic word of mouth Bagas, Stio; Nurfarida, Iva Nurdiana; Hidayat, Candra Wahyu
MBR (Management and Business Review) Vol 7 No 2 (2023): Desember
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Kanjuruhan Malang, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/mbr.v7i2.9453

Abstract

The research investigates the influence of digital marketing on purchase intention, and investigates the role of electronic word of mouth (e-WOM) as a mediator. The research was conducted on TikTok shop users in Malang City and took 120 people as research samples, data was collected using a questionnaire, and Path Analysis was carried out for hypothesis testing. The analysis results reveal that digital marketing influences consumer buying interest. Purchase intention is also influenced by e-WOM. However, digital marketing does not have a significant impact on e-WOM, thus e-WOM does not have a mediating role in the influence of digital marketing on the buying interest of Tiktok shop users.
Co-Authors Hidayat, Candra Wahyu Iva Nurdiana Nurfarida