<![CDATA[ABSTRAK Perkembangan social commerce, khususnya TikTok Shop telah mengubah perilaku konsumen dalam mengambil keputusan pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh Content Marketing, Product Diversity, dan Electronic Word of Mouth (e-WOM) terhadap Keputusan Pembelian melalui Minat Beli sebagai variabel intervening pada Social Commerce TikTok Shop (studi pada masyarakat Kota Dumai). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada masyarakat Kota Dumai yang pernah melakukan pembelian di TikTok Shop pada periode 2024-2025. Teknik analisis data menggunakan Structural Equation Model–Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa Content Marketing dan Product Diversity berpengaruh positif dan signifikan terhadap Minat Beli dan Keputusan Pembelian, sedangkan Electronic Word of Mouth (e-WOM) tidak berpengaruh signifikan terhadap Minat Beli maupun Keputusan Pembelian. Selain itu, Minat Beli tidak berpengaruh signifikan terhadap Keputusan Pembelian dan tidak mampu memediasi pengaruh Content Marketing, Product Diversity, dan e-WOM terhadap Keputusan Pembelian. Nilai R-square menunjukkan bahwa variabel Keputusan Pembelian dapat dijelaskan oleh variabel Content Marketing, Product Diversity, dan Electronic Word of Mouth melalui Minat Beli sebesar 0.709 (70,9%), sedangkan sisanya 29,1% dijelasakan oleh variabel lain diluar model penelitian. Sementara itu, variabel Minat Beli dapat dijelaskan oleh variabel Content Marketing, Product Diversity, dan Electronic Word of Mouth sebesar 0.675 (67,5%), sedangkan sisanya 32,5% dijelasakan oleh variabel lain diluar model penelitian. ABSTRACT The development of social commerce, particularly TikTok Shop, has transformed consumer behavior in making purchase decisions. This study aims to analyze the influence of Content Marketing, Product Diversity, and Electronic Word of Mouth (e-WOM) on Purchase Decisions through Purchase Intention as an intervening variable in TikTok Shop social commerce (a study of the people of Dumai City). This research adopts a quantitative approach using a survey method. Data were collected through the distribution of questionnaires to residents of Dumai City who had made purchases on TikTok Shop during the 2024–2025 period. Data analysis was conducted using the Structural Equation Model–Partial Least Square (SEM-PLS) technique. The results indicate that Content Marketing and Product Diversity have a positive and significant effect on Purchase Intention and Purchase Decisions, while Electronic Word of Mouth (e-WOM) has no significant effect on either Purchase Intention or Purchase Decisions. Furthermore, Purchase Intention does not have a significant effect on Purchase Decisions and does not mediate the relationship between Content Marketing, Product Diversity, and e-WOM on Purchase Decisions. The R-square values show that Purchase Decisions can be explained by Content Marketing, Product Diversity, and Electronic Word of Mouth through Purchase Intention by 0.709 (70.9%), while the remaining 29.1% is explained by other variables outside the research model. Meanwhile, Purchase Intention can be explained by Content Marketing, Product Diversity, and Electronic Word of Mouth by 0.675 (67.5%), with the remaining 32.5% explained by other variables outside the research model.]]>
