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All Journal Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Rangga Rangga
Universitas Buana Perjuangan Karawang
Economics, Econometrics & Finance

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The Influence of Viral Marketing And Electronic Word of Mouth (E-Wom) on Purchase Decisions For Cimory Yogurt Bites Products in Tiktok Shop Rangga Rangga; Puji Isyanto; Neni Sumarni
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 4 No. 3 (2024): November : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v4i3.5801

Abstract

This study aims to analyze the impact of viral marketing and electronic word of mouth (e-WOM) on purchasing decisions for Cimory Yogurt Bites products through TikTok Shop. By applying a quantitative descriptive verification approach and the Partial Least Square-Structural Equation Modeling (PLS-SEM) method, data was collected from 105 respondents who are active TikTok Shop users. The results revealed that viral marketing contributes significantly to purchasing decisions through the rapid and engaging dissemination of information on social media. Similarly, e-WOM provides a significant positive impact through consumer reviews that increase trust in the product. Together, these two variables explain 83.3% of the variability in purchase decisions. The findings confirm the importance of social media-based marketing strategies in attracting the attention of consumers, especially the younger generation. This research provides strategic insights for businesses to optimize the use of social media to increase product appeal and sales.
Co-Authors Isyanto, H. Puji Neni Sumarni