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PENGARUH E-WOM DAN MOTIVASI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK (SURVEI PADA PEMBELIAN PRODUK HANASUI OLEH FOLLOWER AKUN TIKTOK @DOKTERDETEKTIF)
The rapid expansion of publication media among the public has had a considerable impact on society. TikTok has become one of the population’s favorite platforms. Moreover, this development has changed the way information spreads from word of mouth to electronic word of mouth. Influencers consistently have the power to motivate consumers; one example is the account dokterdetektif, whose review of Hanasui products became a trending topic among the public. This study uses a quantitative method with an explanatory approach. The theory used in this research is the elaboration likelihood model proposed by Richard Petty and John Cacioppo. This theory states that the processing of a message in communication depends on the time and how consumers become interested, or conversely, uninterested. The respondents in this study were 100 followers of the TikTok account @dokterdetektif. The study employed multiple linear regression with probability sampling using the simple random sampling method. This study employed a 95% confidence level. Based on the statistical reference values, the critical value for the t-test at a significance level of 0.05 was 1.660, while the critical value for the F-test with df1 = 2 and df2 = 97 at the same significance level was 3.09. The results show that electronic word of mouth and consumer motivation together influence purchase decisions, accounting for 74.9% in the data test. Further, the partial effect of electronic word of mouth on purchase decisions was 34.8%, while the effect of consumer motivation on purchase decisions was 40.6%.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
PENGARUH E-WOM DAN MOTIVASI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK (SURVEI PADA PEMBELIAN PRODUK HANASUI OLEH FOLLOWER AKUN TIKTOK @DOKTERDETEKTIF) (Text)
PENGARUH E-WOM DAN MOTIVASI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK (SURVEI PADA PEMBELIAN PRODUK HANASUI OLEH FOLLOWER AKUN TIKTOK @DOKTERDETEKTIF) (Other)
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