@thesis{thesis,
		author={PERMATASARI  DITA LAILY NUR FADHILA},
		title ={PENGARUH SOCIAL MEDIA TIKTOK TERHADAP
KEPUTUSAN PEMBELIAN MELALUI E-WORD OF
MOUTH (E-WOM) PADA PRODUK SCARLETT
WHITENING},
		year={2024},
		url={http://repository.stie-mce.ac.id/2197/},
		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.}
		}