| dc.description.abstract | The beauty industry in Indonesia is experiencing significant growth,
particularly in the lip product segment. One of the emerging local brands, KULA,
leverages the TikTok Shop platform to market its products. KULA adopts marketing
strategies such as viral marketing and electronic word of mouth, which actively
capture consumer attention especially among Generation Z. However, the
credibility of some reviews, particularly those created by paid influencers, raises
concerns about the authenticity of these testimonials and their impact on
purchasing decisions. This study aims to analyze the influence of viral marketing and electronic word of mouth on the purchase decision of KULA products on TikTok Shop among
Generation Z in Medan. The research employs a quantitative method with an
associative approach. The sampling technique used is purposive sampling,
involving 96 respondents who are TikTok users and have previously purchased
KULA products. Data were collected using questionnaires distributed via Google
Forms, both online and offline, and analyzed using validity and reliability tests,
classical assumption tests, multiple linear regression analysis, and hypothesis
testing. The results indicate that viral marketing significantly influences purchase
decisions, with a t-value of 5.908 > 1.985. Likewise, electronic word of mouth has
a significant impact, with a t-value of 3.821 > 1.985. Simultaneously, both variables
significantly affect purchase decisions, as indicated by an F-value of 104.098 and
an R Square value of 0.691. This means that 69.1% of the variance in purchase
decisions can be explained by viral marketing and electronic word of mouth, while
the remaining 30.9% is influenced by other factors not examined in this study. | en_US |
