MBR (Management and Business Review)
Vol 7 No 2 (2023): Desember

Peran digital marketing terhadap minat beli pada Tiktok Shop dimediasi electronic word of mouth

Bagas, Stio (Unknown)
Nurfarida, Iva Nurdiana (Unknown)
Hidayat, Candra Wahyu (Unknown)

Article Info

Publish Date
29 Dec 2023

Abstract

The research investigates the influence of digital marketing on purchase intention, and investigates the role of electronic word of mouth (e-WOM) as a mediator. The research was conducted on TikTok shop users in Malang City and took 120 people as research samples, data was collected using a questionnaire, and Path Analysis was carried out for hypothesis testing. The analysis results reveal that digital marketing influences consumer buying interest. Purchase intention is also influenced by e-WOM. However, digital marketing does not have a significant impact on e-WOM, thus e-WOM does not have a mediating role in the influence of digital marketing on the buying interest of Tiktok shop users.

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Journal Info
MBR (Management and Business Review)
Website

Abbrev

mbr

Publisher

Universitas Kanjuruhan Malang

Subject

Economics, Econometrics & Finance Social Sciences

Description

MBR (Management and Business Review) covers in detail a large variety of topics in management and business. The journal aims to disseminate knowledge derived from the results of empirical research on organizations, people, systems, and events in the field of management and business. The journal ...