THE INFLUENCE OF PRICE AND ELECTRONIC WORD OF MOUTH (E-WOM) ON PURCHASE DECISIONS ON TIKTOKSHOP

*Emi Amelia  -  Universitas Pendidikan Indonesia, Indonesia
Ratih Hurriyati  -  Universitas Pendidikan Indonesia, Indonesia
Mokh. Adib Sultan  -  Universitas Pendidikan Indonesia, Indonesia
Heny Hendrayanti  -  Universitas Pendidikan Indonesia, Indonesia
Christianingrum Christianingrum  -  Universitas Pendidikan Indonesia, Indonesia

Citation Format:
Abstract

E-commerce is a successful business model today. Tiktok Shop, a new platform launched by the social media platform TikTok, quickly became a popular trading platform, making Tiktokshop a social trading platform. The purpose of this study was conducted to find out the description of consumer purchasing decisions, prices, electronic word of mouth (E-WOM) on Tiktokshop. The type of research used was descriptive verification, and the method used was an explanatory survey with a purposive sampling technique with a sample size of 100 respondents. The data analysis method used is the validity and reliability test, multiple regression analysis, multiple correlation analysis and analysis of the coefficient of determination. Testing this hypothesis through the F test for simultaneous and T test for partial by using the SPSS 22.0 for windows program. The results showed that simultaneously price, electronic word of mouth (E-WOM) had a significant effect on purchasing decisions by 72.8%.

 

Fulltext View|Download
Keywords: Price, electronic word of mouth, purchase decision
Article Info
Section: Articles
Language : EN
Recent articles
THE INFLUENCE OF PRICE AND ELECTRONIC WORD OF MOUTH (E-WOM) ON PURCHASE DECISIONS ON TIKTOKSHOP ACCELERATION OF BANK PERKREDITAN RAKYAT'S DIGITAL SERVICES IN BOOSTING FINANCIAL PERFORMANCE: ANALYTICAL PERSPECTIVES OF INDONESIAN RURAL BANK LOANS CUSTOMERS BUSINESS STRATEGY FOR PRIVATE GENERAL HOSPITAL IN UNIVERSAL HEALTH COVERAGE ERA More recent articles
Most cited articles
ANALISIS FAKTOR - FAKTOR YANG MEMPENGARUHI KEBIJAKAN PENYALURAN KREDIT PERBANKAN (Studi pada Bank Umum di Indonesia Periode Tahun 2005 - 2009) PERHITUNGAN NILAI BUDAYA DENGAN MENGGUNAKAN VALUE SURVEY MODULE 2008: SEBUAH TELAAH KRITIS ENTRY BARRIER Antara Persaingan Potensial dan Aktual Dampak Pelepasan Batas Kepemilikan Asing terhadap Terintegrasinya Bursa Efek Jakarta dengan Bursa Efek Internasional (Studi Literatur) EFFECT OF ROLE CONFLICT AND ROLE OVERLOAD TO BURNOUT AND ITS IMPACT ON CYBERLOAFING (STUDY ON PT PLN (PERSERO) PUSAT MANAJEMEN KONSTRUKSI) More cited articles
  1. Aldy Zulyanecha. 2013. Indikator Keputusan Pembelian. Erlangga: Jakarta
  2. Ali, R., Wahyu, F. R. M., Darmawan, D., & ... (2022). Effect of Electronic Word of Mouth, Perceived Service Quality and Perceived Usefulness on Alibaba’s Customer Commitment. Journal of Business …, 3(2), 232–237. https://doi.org/10.47065/jbe.v3i2.1763
  3. Chong, A. Y. L., Khong, K. W., Ma, T., McCabe, S., & Wang, Y. (2018). Analyzing key influences of tourists’ acceptance of online reviews in travel decisions. Internet Research, 28(3), 564–586. https://doi.org/10.1108/IntR-05-2017-0212
  4. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
  5. Kano, K., Choi, L. K., Riza, B. subhan, & Dinda octavyra, R. (2022). Implications of Digital Marketing Strategy The Competitive Advantages of Small Businesses in Indonesia. Startupreneur Business Digital (SABDA Journal), 1(1), 44–62. https://doi.org/10.34306/sabda.v1i1.72
  6. Saputra, F., & Mahaputra, M. R. (2022). Relationship of Purchase Interest , Price and Purchase Decisions to IMEI Policy ( Literature Review Study ). Journal of Low Politic and Humanities, 2(2), 66–75
  7. Shahzad, H., & Ahmad-ur-Rehman, D. M. (2022). Social Media Marketing Efforts of Apparel Brands on E-Word Of Mouth and Loyalty: Mediating Role of Brand Equity. International Journal of Business and Economic Affairs, 7(2), 50–63. https://doi.org/10.24088/ijbea-2022-72005
  8. Sudjatmika, F. V. (2017). 54086-ID-pengaruh-harga-ulasan-produk-kemudahan-d(1). 5(1)
  9. Younas, Afshan, A. A. M. K. (2022). Journal of Business Management and. 12(2), 63–79. https://doi.org/10.29226/TR1001.2021.260

Last update:

No citation recorded.

Last update: 2024-04-19 10:57:05

No citation recorded.