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All Journal Journal of Accounting, Management, Economics, and Business Jurnal Manajemen dan Pemasaran
Muhammad Nur Maulana
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Economics, Econometrics & Finance

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Pengaruh E-Wom dan E-Promotion Terhadap Keputusan Pembelian Produk di Tiktokshop nur febianti, adiesty; Inara Hilmi Arifah; Muhammad Nur Maulana; Ramayani Yusuf
Journal of Accounting, Management, Economics, and Business (ANALYSIS) Vol. 2 No. 1 (2024)
Publisher : Edupedia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56855/analysis.v2i1.927

Abstract

Penelitian ini difokuskan di kota Garut, di mana TiktokShop hadir sebagai pilihan bagi para konsumen guna melaksanakan transaksi online. Dengan memusatkan pada pengaruh E-WOM dan E-Promotion, penelitian ini mempunyai tujuan guna mengungkap bagaimana pengaruh E-WOM dan e-Promotion terkait dengan keputusan pembelian yang diberikan oleh TiktokShop, mempengaruhi tingkat putusan melakukan pembelian. Hasil analisis menampilkan bahwa E-WOM dan E-Promotion secara simultan memberikan dampak pada Putusan Melakukan Pembelian. Nilai R2 sebesar 0,608 menunjukkan bahwa E-WOM dan E-Promotion dapat menjelaskan 60,8% variabilitas Keputusan Pembelian. hasil uji statistik menampilkan bahwa secara individual, E-WOM tidak memberikan dampak relatif signifikan pada Putusan Melakukan Pembelian.
PENGARUH E-WOM DAN E-PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI TIKTOKSHOP Febianti, Adiesty Nur; Inara Hilmi Arifah; Muhammad Nur Maulana; Ramayani Yusuf
Jurnal Manajemen dan Pemasaran Vol. 2 No. 2 (2024): Edisi Februari 2024
Publisher : Universitas Haji Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51771/jumper.v2i2.846

Abstract

Abstract This research is focused on the city of Garut, where TiktokShop is present as an option for consumers to carry out online transactions. This study aims to show how the influence of E-WOM and e-Promotion relates to TiktokShop's purchasing decisions, influencing the level of purchasing decisions, by concentrating on the influence of E-WOM and e-Promotion. The results of the analysis show that E-WOM and E-Promotion simultaneously have an impact on the decision to make a purchase. The R2 value of 0.608 indicates that E-WOM and E-Promotion can explain 60.8% of the variability in purchasing decisions. The results of statistical tests show that, individually, E-WOM does not have a relatively significant impact on purchasing decisions.
Co-Authors Febianti, Adiesty Nur Inara Hilmi Arifah nur febianti, adiesty YUSUF, RAMAYANI