| dc.description.abstract | This quantitative study aims to examine the influence of online consumer reviews and viral marketing on purchase decisions, with consumer trust as a mediating variable, for Elformula products sold through TikTok Shop in Tebing Tinggi City. The data used in this study consists of primary data collected through questionnaires and secondary data from various supporting sources. The sampling technique applied was non-probability sampling using purposive sampling, where the selected respondents were Elformula consumers residing in Tebing Tinggi, who had seen Elformula viral content on TikTok, read product reviews, and/or made purchases on TikTok Shop. This research is motivated by the significant decline in Elformula's product sales, low trust in consumer reviews, and the limited appeal of Elformula's viral content, which has impacted consumers' purchasing decisions. To analyze the relationships between variables, the study employed Structural Equation Modeling-Partial Least Squares (SEM-PLS), involving 21 indicators and a sample of 147 respondents. The results reveal that online consumer reviews do not have a direct effect on purchase decisions. However, viral marketing has a significant direct effect on purchase decisions. Furthermore, online consumer reviews significantly influence consumer trust, and viral marketing also has a significant direct effect on consumer trust. In turn, consumer trust has a significant direct effect on purchase decisions. Additionally, online consumer reviews and viral marketing both have significant indirect effects on purchase decisions through consumer trust. | en_US |
