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All Journal Jurnal Akuntansi MONSU'ANI TANO Jurnal Pengabdian Masyarakat Amsir Management Journal Center of Economic Students Journal (CSEJ) Amsir Accounting & Finance Journal RESTITUSI : Jurnal Riset Perpajakan Amsir Community Service Journal Celebes Journal of Community Services Jurnal Ilmiah Manajemen & Kewirausahaan
Rifani, Riza Amalia
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Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Physics Social Sciences Other

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Pengaruh Pengaruh Word of Mouth dan Kualitas Produk terhadap Keputusan Pembelian Konsumen (Studi Pada Livestream Tiktok Shop) Rifani, Riza Amalia; Aryanti, Saripah; Syamsuriani, Syamsuriani
Amsir Management Journal Vol. 3 No. 2 (2023): April
Publisher : Fakultas Bisnis Institut Ilmu Sosial dan Bisnis Andi Sapada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56341/amj.v3i2.204

Abstract

This research aims to determine the effect of word of mouth and product quality on purchase decision when the seller conducts a livestream on Tiktok shop. Multiple linear regression was used to test the hypothesis regarding the effect of Word of Mouth and Product Quality on purchase decision when the seller conducts a livestream on Tiktok shop. The results of hypothesis testing using t-test showed that Word of Mouth has a significant and negative effect on purchase decision, while Product Quality has a significant and positive effect on purchase decision. In addition, the independent variable that is dominant and has the greatest influence on purchase decision is product quality. These conclusions can serve as a reference for Tiktok shop sellers to improve purchase decisions by considering Word of Mouth and product quality.
Co-Authors Adriansyah Adriansyah Adriansyah Ali, Rustan Alimuddin, Firman Anggerwati, A. Indah Anggerwati, Andi Indah Aryanti, Saripah Ashar, A. Ihsan Auliah Ambarwati D'Ornay, Anastasia Hamida Hasan Hartati Hartati Iqra, Muhammad Nur Farid Jamil, Dalawati Jusni, Jusni Jusnia Kamila, Dhea Salsa Marlina, Ana Muh Fitrah Muhammad Fitrah, Muhammad Musdalifah Musdalifah Muslimin, Ulyana Nisrina, Ulfah Laila Nur, Irawati Pauru, Catrin Sage, Nur Hasmah Sampe, Bernadeti Inchi Saripah Saripah, Saripah Siti Diva Syarifah Lukman Sudirman, Irmayanti Suriani Suriani Susantika, Melani Syach, M. Alfian Syamsuriani, Syamsuriani Tijjang, Bakhtiar