Pengaruh Electronic Word of Mouth Terhadap Keputusan Pembelian Merek Grace and Glow pada TikTok Shop

Abstract

This study aims to determine the effect of Electronic word of mouth on purchasing decisions of Grace and Glow brand on TikTok Shop. The research method used in this study is a quantitative explanatory design with a convenience sampling method. The sample of this study were 230 people. Data was collected by using the Likert scale, consisting of a purchasing decisions scale and an electronic word of mouth scale. The method of data analysis method used a simple regression analysis method. The effective contribution of Electronic word of mouth on purchasing decisions of Grace and Glow brand on TikTok Shop is 82.3%. It means the result of this study indicates that there is a positive influence of Electronic word of mouth on purchasing decision of Grace and Glow brand on TikTok Shop. This shows that the more effective E-WOM received by the buyers, the stronger buyers desire to buy Grace and Glow brand on TikTok Shop.