DOI of the published article https://doi.org/10.24905/permana.v17i3.1331
The Influence of Social Media Marketing, Price Perception, and Electronic Word of Mouth on Purchase Decisions for The Originote Moisturizer Products A Study On TikTok Shop Consumers
Pengaruh Social Media Marketing, Price Perception, dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk Moisturizer The Originote Studi Pada Konsumen TikTok Shop
DOI:
https://doi.org/10.21070/ups.9899Keywords:
Social Media Marketing,, Price Perception, Electronic Word of Mouth, Purchase DecisionAbstract
This study analyzes the influence of Social Media Marketing, Price Perception, and Electronic Word of Mouth on purchasing decisions for The Originote moisturizer among TikTok Shop consumers. Using a quantitative survey of 100 respondents and SEM-PLS analysis, the results show that all three variables have a positive and significant effect on purchasing decisions. Social Media Marketing is the most dominant factor, followed by Electronic Word of Mouth and Price Perception. These findings indicate that effective social media promotion, appropriate price perception, and online reviews are important in encouraging consumer purchases.
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