PENGARUH E-WOM DAN LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN PRODUK FESYEN MUSLIM PADA TIKTOK (STUDI KASUS PADA KONSUMEN JAWA BARAT)

Sinta Utami (Universitas Padjadjaran, Bandung, Indonesia)
Deru R Indika (Universitas Padjadjaran, Bandung, Indonesia)

Jurnal Point Equilibrium Manajemen dan Akuntansi
Vol. 8 No. 2 (2026): Jurnal Point Equilibrium Manajemen dan Akuntansi

This research aims to examine the influence of electronic word of mouth and live streaming variables on the purchasing decisions of Muslim fashion products on the TikTok platform. Data were obtained through the distribution of questionnaires to 115 respondents who are the people of West Java, selected using purposive sampling technique. The data obtained were analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method. The results show that electronic word of mouth and live streaming have a positive and significant impact on the purchasing decisions of Muslim fashion products on the TikTok platform made by the people of West Java. The practical implication of this research is that business operators can maximize digital marketing strategies through e-WoM and live streaming, collaborate with influencers to spread positive reviews, and regularly conduct live streaming to build consumer trust. However, there are limitations, namely the need to explore other variables.