Influence of Content Marketing, Influencer Marketing, and Electronic Word of Mouth (E-WOM) on Tiktokshop Consumer Purchase Decisions
Pengaruh Content Marketing, Influencer Marketing, dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian Konsumen Tiktokshop
DOI:
https://doi.org/10.21070/ups.3555Keywords:
Content Marketing, Influencer Marketing, Electronic Word Of Mouth (E-WOM), Purchasing DecisionAbstract
This study aims to determine the effect of content marketing, influencer marketing and E-WOM on purchasing decisions of Tiktokshop consumers. This research uses a quantitative approach. The sampling technique used was non-probability sampling with a purposive sampling method with a total of 96 respondents. The data analysis technique uses Partial Least Square (PLS) with the Smart Pls version 4.0 program. Analysis in PLS (partial least squares) is carried out in three stages, namely outer model analysis (variable validity and reliability tests), inner model analysis, and hypothesis testing. The results of this research show that (1) Content Marketing has a positive and significant influence on Purchasing Decisions, (2) Influencer Marketing has a positive and significant influence on Purchasing Decisions, (3) Electronic Word of Mouth has a positive and significant influence on Purchasing Decisions.
Downloads
References
Rizati, Monavia Ayu, 2023, “Pengguna Internet di Indonesia Sentuh 212 Juta pada 2023,” dataindonesia.id https://dataindonesia.id/digital/detail/pengguna-internet-di-indonesia-sentuh-212-juta-pada-2023.
Arianthi, Dessy Eka, and Dian Surya Sampurna, 2020 , “Analisis Pengaruh Citra Merek, Kualitas Pelayanan Dan Electronic Word of Mouth Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Shopee),” Sekolah Tinggi Ilmu Ekonomi. Indonesia., pp. 1–23.
Rafli, Muthiara Rahma Putri, and Elrisfa Magistarina, 2022, “Pengaruh Electronic Word of Mouth (E-Wom) Tiktok Terhadap Keputusan Pembelian Brand Scarlett Pada Mahasiswa Di Kota Padang,” Ranah Research Jurnal Of Multidicsiplinary Researh and Development, Vol.5 pp. 543–549.
Hardoko, 2020, “Pengaruh E-WOM (Electronic Word of Mouth) Terhadap Keputusan Pembelian online di Daerah Istimewa Yogyakarta,” Kajian Ekonomi dan Bisnis., vol. 15, no. 1, doi: 10.51277/keb.v15i1.64.
Annur, Cindy Mutia, 2023, “Indonesia Sabet Posisi Kedua Sebagai Negara Pengguna Tiktok Terbanyak Di Dunia Awal 2023.” databoks. https://databoks.katadata.co.id/datapublish/2023/02/27/indonesia- sabetposisikedua-sebagai-negara-pengguna-tiktok-terbanyak-di-dunia-pada-awal-2023.
Fadhilah, and Galih Ginanjar Saputra, 2021 “Pengaruh Content Marketing dan E-wom pada Media Sosial Tiktok terhadap Keputusan Pembelian Generasi Z,” Jurnal Ekonomi Keuangan dan Manajemen Inovasi., vol. 17, no. 3, pp. 505–512.
Mahardini, Swesti, Virginio Gryffinin Singal, and Malik Hidayat, 2022 “Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tik-Tok Di Wilayah Dki Jakarta,” Ikraith-Ekonomika., vol. 6, no. 1, pp. 180–187, doi: 10.37817/ikraith-ekonomika.v6i1.2480.
Huda, Isra Ui, Anthonius J Karsudjono, and Ryan Darmawan, 2021, “Pengaruh Content Marketing Dan Lifestyle Terhadap Keputusan Pembelian Pada Usaha Kecil Menengah Di Media Sosial,” Al-Kalam Jurnal Komunikasi, Bisnis Dan Manajemen., vol. 8, no. 1, p. 32, doi: 10.31602/al-kalam.v8i1.4156.
Santoso, Tri, and Dewi Susilowati, 2021, “Analisa Pengaruh Electronic Word of Mouth Pada Media Sosial Terhadap Keputusan Pembelian,” Jurnal Profitabilitas., vol. 1, no. 2, pp. 95–101, doi: 10.31294/profitabilitas.v1i2.596.
Anisa, Ririn Risnawati, and Nurul Chamidah, 2022, “Pengaruh Word of Mouth Mengenai Live Streaming Tiktok Shop Terhadap Keputusan Pembelian Konsumen,” Jurnal Komunikasi Pemberdayaan., vol. 1, no. 2, pp. 131–143, doi: 10.47431/jkp.v1i2.230.
Setiawan, Iwan, Philip Kotler, and Hermawan Kartajaya, 2019, "Marketing 4.0 Bergerak Dari Tradisional ke Digital, " 1st ed. Jakarta: PT. Gramedia Pustaka Utama.
Pujiastuti, Nur Rohma, and Edi Purwo Saputro, 2023, “Pengaruh Content Marketing dan Komunikasi Persuasif terhadap Keputusan Pembelian (Studi pada Akun Tiktok @ Cicichania96), ” Jurnal Komunikasi Profesional., vol. 7, no. 2, pp. 70–87.
Adinda, Yuni Putri, 2021, “Peran Influencer dan E-WOM terhadap Keputusan Menggunakan Aplikasi Tiktok pada Mahasiswa Ekonomi Universitas Tridinanti Palembang,” Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi).,vol.5,no.2,p.14,Available:https://journal.stiemb.ac.id/index.php/mea/article/view/1404.
Pratiwi, Cindy Septia, and Agus Purnomo Sidi, 2022, “Pengaruh Kualitas Produk, Harga Dan Influencer Marketing Terhadap Keputusan Pembelian Scarlett Body Whitening,” Relasi Jurnal Ekonomi., vol. 18, no. 1, pp. 192–204, doi: 10.31967/relasi.v18i1.531.
Ayesha, Ivonne, dkk, 2022, " Digital Marketing (Tinjauan Konseptual), " 1st ed. Sumatra Barat: PT. Gobal Esekutif Teknologi.
Wijaya, I Gusti Ngurah Satria, dkk, 2022 “Pengaruh Electronic Word Of Mouth (E-Wom), Persepsi Risiko, Kepercayaan Pelanggan, Dan Keputusan Pembelian E-Commerce Tokopedia,” E-Jurnal Manajemen., vol. 11, no. 1, pp. 107–15.
Widodo, 2022, "Metodologi Penelitian Manajemen," 1st ed. Jawa Tengah: Lakeisha.
Setiawan, Iwan, and Yosnova Savitry, 2016, "New Content Marketing (Gaya Baru Pemasaran Era Digital)," 1st ed. Jakarta: PT.Gramedia Pustaka Utama.
Sari, Dewi Komala, Alshaf Pebrianggara, and Mas Oetarjo, 2021, " Buku Ajar Digital Marketing," 1st ed. Jawa Timur: UMSIDA Press Redaksi.
Fadli, Zul, dkk, 2023, "Manajemen Pemasaran Digital," 1st ed. Get Press Indonesia.
Rahmawati, 2022, "Apa Saja Variabel Dalam Bidang Marketing ? (Panduan Bagi Peneliti Pemula), 1st ed. Kalimantan Timur: Mulawarman University Press.
Nasution, Wildan, and Dewi Komala Sari, 2021, “The Influence of Brand Image, Experiential Marketing and Word Of Mouth on Purchase Decisions at E-Commerce Shopee in Sidoarjo,” Academia Open, vol. 4, pp. 1– 13, doi: 10.21070/acopen.4.2021.2608.
Fauzen, Muhammmad, and Dewi Komala Sari, 2023, “Mengeksplorasi Dampak Atmosfer Toko, Kualitas Produk, dan Word of Mouth terhadap Keputusan Pembelian: Studi Kuantitatif di Kiroro Bakery,” Academia Open, vol. 36, no. 2, pp. i–ii, 2023, doi: 10.1016/s1000-9361(22)00296-5.
Candra, Komang Yoga Andre, dan Ni Nyoman Kerti Yasa, 2023 "Event Marketing, E-WOM Citra Merek terhadap Niat Beli (Konsep Dan Aplikasi)," 1st ed. Bali: CV. Intelektual Manifes Media.
Wijaya, Rahmad, dkk, 2022, "Mengulik Bisns Transmart Carrefour," Malang: Pustaka Peradaban.
Suryani and Hendryadi, 2015, "Metode Riset Kuantitatif : Teori dan Aplikasi pada Penelitian Bidang Manajemen dan Ekonomi Islam," 1st ed. Jakarta: Prenadamedia Group.
Musyaffi, Ayatulloh Michael, and Hera Khairunnisa, 2021, "Konsep Dasar Structural Equation Model Partial Least Square (SEM-PLS) Menggunakan Smatpls," Tanggerang Selatan: Pascal Books.
Downloads
Additional Files
Posted
License
Copyright (c) 2023 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
