PENGARUH SOCIAL MEDIA TIKTOK TERHADAP KEPUTUSAN PEMBELIAN MELALUI E-WORD OF MOUTH (E-WOM) PADA PRODUK SCARLETT WHITENING

PERMATASARI, DITA LAILY NUR FADHILA (2024) PENGARUH SOCIAL MEDIA TIKTOK TERHADAP KEPUTUSAN PEMBELIAN MELALUI E-WORD OF MOUTH (E-WOM) PADA PRODUK SCARLETT WHITENING. Undergraduate thesis, STIE MALANGKUCECWARA.

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Abstract

This study aims to determine and analyze the influence of social media Tiktok and E-WOM on the purchase decision of Scarlett Whitening. This study used a sample of 103 respondents from STIE Malangkuçeçwara class of 2019. The sampling technique used is non-probability sampling using the path analysis method. Data processing is done using SPSS. The results obtained from the research that has been done are that social media Tiktok (X) has a direct effect on purchasing decisions (Y) has a path coefficient of 0.674 and is significantly < 0.05, Social media Tiktok (X) has a direct effect on E-WOM (Z) which has a path coefficient of 0.767 and a significant <0.05, E-WOM (Z) has a direct effect on purchasing decisions (Y) which has a path coefficient of 0.713 and a significant <0.05, and social media Tiktok (X) has an effect on decisions purchases (Y) through E-WOM (Z) namely 0.767 x 0.713 = 0.546. And it was concluded that the results of this study indicate that Tiktok social media (X) has a direct effect on purchasing decisions (Y) because the beta coefficient () of Tiktok social media (X) on purchasing decisions (Y) is greater than the indirect effect.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Tiktok Social Media; Buying decision; E-WOM.
Subjects:	Manajemen Pemasaran > Keputusan Pembelian
Divisions:	S1 - Manajemen
Depositing User:	Library STIE MCE
Date Deposited:	22 Feb 2024 07:17
Last Modified:	22 Feb 2024 07:17
URI:	http://repository.stie-mce.ac.id/id/eprint/2197

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