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All Journal Journal The Winners International Journal of Economics, Business and Accounting Research (IJEBAR) Review of Management and Entrepreneurship Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Jurnal ABM Mengabdi Movere Journal Journal Online Manajemen ELPEI (JOMEL) Business and Entrepreneurial Review Jurnal Manajemen dan Pemasaran Jasa
Sanapang, Gracela Marisa
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Social Sciences

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Peran Viral Marketing, Live Streaming, and e-WOM terhadap Keputusan Pembelian di Live Streaming E-Commerce Kalimantary, Citra Raenalda; Dewi, Chindy Puspita; Nabila, Nazwa Nakiyah; Fadila, Putri; Sanapang, Gracela Marisa
Jurnal Online Manajemen ELPEI Vol 6 No 1 (2026)
Publisher : STIM-LPI Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58191/jomel.v6i1.476

Abstract

This study aims to analyze the influence of viral marketing, live streaming, and electronic word of mouth (e-WOM) on purchasing decisions on live streaming-based e-commerce platforms. The study used a quantitative explanatory approach with a survey method of consumers who had made purchases through live streaming commerce. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to test the measurement model and structural model. The test results showed that all research indicators met the validity and reliability criteria. Empirical findings revealed that viral marketing and e-WOM had a positive and significant influence on purchasing decisions, while live streaming did not have a significant direct influence. Viral marketing acts as an initial trigger that increases consumer awareness and interest through social information dissemination. Meanwhile, e-WOM is the most dominant factor in influencing purchasing decisions because it functions as a form of social validation that can reduce risk perception and increase consumer trust. Live streaming plays a more active role as a means of consumer interaction and engagement that has an indirect impact on purchasing decisions, thus requiring the support of other factors such as trust and credible consumer reviews. In conclusion, an effective digital marketing strategy for live streaming commerce needs to focus on creating viral content and strengthening positive e-WOM, with live streaming being used as a supporting tool to increase engagement and overall marketing effectiveness.
The Role of Content Marketing, Influencer Marketing, Online Customer Reviews, and Celebrity Endorsements on Purchase Decisions on the TikTok Social Commerce Platform Sanapang, Gracela Marisa; Chendana, Melissa; Liadi, Tasya; The, Rivandy Leonardy Utama; Eveline, Claudia
Business and Entrepreneurial Review Vol. 26 No. 1 (2026): April
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/ber.v26i1.24730

Abstract

This study investigates how four TikTok-based communication levers: content marketing, influencer marketing, online customer reviews, and celebrity endorsement, jointly shape consumers’ purchase decisions in a social commerce setting. Drawing on the Elaboration Likelihood Model, Source Credibility Theory, and the Stimulus–Organism–Response framework, the research conceptualises these levers as concurrent persuasive cues operating within a single short-video platform. Data were collected through a cross-sectional survey of 145 Gen Z TikTok Shop users in Indonesia using a structured self-administered questionnaire. All constructs were modelled reflectively and estimated with variance-based structural equation modelling (PLS-SEM). The measurement model demonstrates satisfactory reliability and convergent validity, while the structural model achieves good fit (SRMR = 0.071) and explains 60.7% of the variance in purchase decision. The results show that content marketing, influencer marketing, online customer reviews, and celebrity endorsement each exert a positive and significant effect on purchase decisions, with online customer reviews and celebrity endorsement emerging as the strongest predictors. These findings portray TikTok Shop as an integrated persuasion environment in which branded content, peer evaluations, influencers, and celebrity cues reinforce one another in moving users from viewing to buying. The study extends social commerce literature by simultaneously modelling multiple communication forms on a single platform and clarifying their relative impact in an emerging market youth segment. Practically, it highlights the need to prioritise credible user reviews and carefully matched celebrity partnerships, supported by consistent brand content and authentically perceived influencers, to convert social traffic into actual purchases.
Co-Authors Amelia Grace Chandra Antralis, Moh Virgiawan Ayumi Angelina Chendana, Melissa Chindy Puspita Dewi, Chindy Puspita Christoffel, Robin Christoffel Elia Ardyan Eveline, Claudia Fadila, Putri Goncalves, Manuel Hidayat, Yusri Kalimantary, Citra Raenalda Kohar, Felicia Liadi, Tasya Ludyanto, Mayfeline Maichal Maichal Marchello Raymond Michella Laurent Laudy Michelle Gloria Winardy Monalisa Monalisa Mursalim, Rahmat Mustikarini, Carolina Novi Nabila, Nazwa Nakiyah Nur Ichsan Nurtani, Leony Putri Santoso, Robin Christoffel Selina, Tiffanie Sharon, St Salmah Sonata Christian Suade, Yuyun Karistin Meilisa Syam, Asriah Syulhasbiullah, Muhammad Tanesia, Cindy Yoel The, Rivandy Leonardy Utama Tunandar, Ivana Edgina Tungadi, Derryl Wanggarry, Veron Wardana, Muh Dafa Wijaya, Hans Christian Winata, Natalia