PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), BRAND IMAGE DAN SOCIAL MEDIA INFLUENCER TASYA FARASYA TERHADAP PURCHASE DECISION PRODUK WARDAH DI TIKTOK SHOP

Abstract

This study aims to examine the influence of electronic word of mouth (e-wom), brand image, and social media influencer Tasya Farasya on the purchase decision of Wardah products in TikTok Shop. This study uses a quantitative approach by distributing questionnaires online. The sampling technique uses purposive sampling with a total of 100 respondents. This study uses multiple linear regression analysis techniques using SPSS 25. The results show that electronic word of mouth (e-wom) has a positive and significant effect on purchase decisions, brand image has a positive and significant effect on purchase decisions, and social media influencer Tasya Farasya has a positive and significant effect on purchase decisions of wardah products in tiktok shop. The results of this study prove that online review information, strong brand image, and influencer credibility have an important role in shaping consumer purchasing decisions.