PENGARUH SOCIAL MEDIA TIKTOK TERHADAP
KEPUTUSAN PEMBELIAN MELALUI E-WORD OF
MOUTH (E-WOM) PADA PRODUK SCARLETT
WHITENING
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Institusion
Sekolah Tinggi Ilmu Ekonomi Malangkucecwara
Author
PERMATASARI, DITA LAILY NUR FADHILA
Subject
Keputusan Pembelian
Datestamp
2024-02-22 07:17:23
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.
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.
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