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All Journal JURNAL MANAJEMEN BISNIS Cakrawala Management Business Journal JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN ACE : Accounting Research Journal Amkop Management Accounting Review (AMAR) Jurnal Unicorn ADPERTISI Vifada Management and Social Sciences Bata Ilyas Educational Management Review
Sumari, Jenita
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Mathematics Physics Social Sciences Other

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Social Media Marketing, Electronic Word of Mouth, and Trust in TikTok Shop Purchase Decisions Dedi, Selmi; Ramadhani, Andini Putri Sari; Saptomo, Yulius Heri; Sudarwadi, Dirarini; Malino, Marlina; Sumari, Jenita
Jurnal Manajemen Bisnis Vol. 13 No. 1 (2026): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/05az9v13

Abstract

This study investigates the effects of social media marketing and electronic word-of-mouth on purchase decisions in TikTok Shop, with trust as an intervening variable. The study addresses the limited emphasis on purchase decision in social commerce research and tests whether brand-generated and user-generated communication significantly shape consumer decision-making. The study employed a quantitative explanatory design using an online survey of 105 Generation Z respondents in Manokwari Regency who had previously purchased through TikTok Shop. Data were collected through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling to examine direct and indirect relationships among social media marketing, electronic word of mouth, trust, and purchase decision. The results show that social media marketing and electronic word-of-mouth both have positive and significant effects on trust and purchase decisions. Social media marketing exerts the strongest influence on trust, whereas electronic word of mouth has a stronger direct impact on purchase decisions. Trust also significantly affects purchase decisions and partially mediates both antecedent variables. The findings highlight that the purchase decision on TikTok Shop is shaped by the interaction among persuasive platform communication, peer evaluation, and consumer confidence, offering practical guidance for trust-oriented social commerce strategies and further research on decision behavior.
Co-Authors Anik Wuriasih Dedi, Selmi Hustianto Sudarwadi Ijo, Evaristus Yohanes Andry Jaya Malino, Marlina Nua, Redemptus Numba Nitu Numberi, Camelia Lusandri Parastri, Desirianingsih H Puspita, Faradilla Ramadhani, Andini Putri Sari Shaleyanty, Eka P.C Simanjuntak, Verawati Sudarwadi, Dirarini Syarifuddin Syarifuddin Tiong, Piter Yulius Heri Saptomo Yulius Heri Saptomo