Pengaruh Live Shopping Tiktok Dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk Wardah Pada Mahasiswa Di Perguruan Tinggi Keagamaan Buddha Provinsi Banten

Yasyca Artisa Velaria, Ahsanul Khair Asdar, Pringgondani Pringgondani

Abstract


This research used a quantitative approach with a survey research type. The survey research was conducted to obtain facts and data from the field, with the main objective of acquiring accurate and real information. In the data analysis process, multiple linear regression analysis was employed to evaluate the influence of TikTok live shopping and electronic word of mouth on the purchasing decisions of Wardah products among students at the Buddhist religious colleges in Banten Province. The results of this study show an F-value of 32.714 with a significance probability of 0.000. The obtained regression equation is Y = 27.892 - 0.005 X1 + 0.317 X2. The contribution of TikTok live shopping (X1) and electronic word of mouth (X2) to the purchasing decision (Y) of Wardah products among students at the Buddhist religious colleges in Banten Province is 22,8%. Partial tests show that there is no influence of TikTok live shopping on purchasing decisions while there is a significant influence of electronic word of mouth on purchasing decisions. Simultaneous testing indicates a significant influence of TikTok live shopping and electronic word of mouth on the purchasing decisions of Wardah products among students at the Buddhist religious colleges in Banten Province.

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