PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DI PLATFORM TIKTOK TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA USAHA SENONE PLACE

    Safira Nada Januar, - and Dede Kurnia, - and Ismail Yusuf, - (2025) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DI PLATFORM TIKTOK TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA USAHA SENONE PLACE. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Latar belakang penelitian ini didasarkan oleh meningkatnya peran media sosial selaku sarana informasi sekaligus interaksi konsumen, di mana ulasan, komentar, dan rekomendasi di TikTok dapat memengaruhi keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word of Mouth (E-WoM) di TikTok terhadap keputusan pembelian online konsumen pada usaha Senone Place. Metode penelitian yang dipergunakan yaitu metode kuantitatif dengan pendekatan deskriptif serta verifikatif. Pendekatan deskriptif bertujuan untuk memberikan gambaran keadaan E-WoM dan keputusan pembelian online, sedangkan pendekatan verifikatif bertujuan untuk menganalisis pengaruh E-WoM terhadap keputusan pembelian online lewat uji regresi linear sederhana. Data dikumpulkan dari responden yang merupakan pengikut akun TikTok Senone Place dan dianalisis menggunakan SPSS melalui uji asumsi klasik, uji regresi, uji t, serta uji koefisien determinasi. Hasil penelitian menunjukkan bahwasanya E-WoM berpengaruh positif serta signifikan terhadap keputusan pembelian online dengan kontribusi pengaruh sebesar 69,0%. Hal ini berarti E-WoM memiliki peran kuat dalam mendorong keputusan pembelian online, sementara sisanya 31,0% dipengaruhi oleh faktor lain di luar penelitian. Kesimpulan dari penelitian ini menegaskan bahwasanya E-WoM berperan penting dalam memengaruhi perilaku konsumen, sehingga strategi pemasaran berbasis interaksi digital perlu dioptimalkan untuk meningkatkan minat dan keyakinan konsumen dalam membeli produknya. The background of this research is based on the increasing role of social media as a means of information and consumer interaction, where reviews, comments, and recommendations on TikTok can influence purchasing decisions. This study aims to determine the influence of Electronic Word of Mouth (E-WoM) on TikTok on consumers' online purchasing decisions at the Senone Place business. The research method used is a quantitative method with a descriptive and verification approach. The descriptive approach aims to provide an overview of the state of E-WoM and online purchasing decisions, while the verification approach aims to analyze the influence of E-WoM on online purchasing decisions through a simple linear regression test. Data were collected from respondents who are followers of the Senone Place TikTok account and analyzed using SPSS through the classical assumption test, regression test, t-test, and coefficient of determination test. The results of the study indicate that E-WoM has a positive and significant influence on online purchasing decisions with a contribution of 69,0%. This means that E-WoM has a strong role in driving online purchasing decisions, while the remaining 31,0% is influenced by other factors outside the study. The conclusion of this study confirms that e-WoM plays a significant role in influencing consumer behavior, therefore, digital interaction-based marketing strategies need to be optimized to increase consumer interest and confidence in purchasing products.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?user=Q0flKF0AAAAJ&hl=en ID SINTA Dosen Pembimbing: Dede Kurnia: 6717349 Ismail Yusuf: 6146933
    Uncontrolled Keywords: Electronic Word of Mouth, Keputusan Pembelian Online, TikTok Electronic Word of Mouth, Online Purchasing Decisions, TikTok
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Tasikmalaya > S1 Kewirusahaan
    Depositing User: Safira Nada Januar
    Date Deposited: 13 Oct 2025 03:46
    Last Modified: 13 Oct 2025 03:46
    URI: http://repository.upi.edu/id/eprint/141765

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