Peran Harga dan Citra Merek dalam Mediasi Pengaruh E-Word to Mouth terhadap Keputusan Pembelian melalui Aplikasi TikTok

Abstract

Currently, people in Indonesia need a way to shop that is easy and also reliable. The existence of the TikTok application is the answer to this problem in addition to its main function as an entertainment application that can be used with the Android or IOS application operating system. This study aims to determine whether price, brand image affect purchase intention by e-Word of Mouth mediation in using the TikTok application. This research method uses a quantitative approach by distributing questionnaires to 130 consumers as measured by a scale of 1 to 5. Smart PLS (Partial Least Squares) is used in the analysis of this study to test external and internal models. The results of this study indicate that price, brand image have a significant impact on purchase intention. Through mediation variables e-Word of Mouth. So that the TikTok application can answer consumer questions and problems, simplify, and increase daily purchases. Nowadays, people need a way to shop that is easy, with prices and products that are suitable to save time and additional costs.

E-Customer Behavior Mediates Promotion on E-Commerce Purchase Decision MSME Industry

“…Promotion (P. dan K. L. K. Kotler, 2016) Advertising itself is now seen as a unidirectional flow of information or persuasion, which aims to invite someone in an organization to take actions that allow marketing interactions to occur. Apart from promotion, there are several other factors that influence consumers to buy a product, such as price, price is a marketing mix that consumers often use as purchasing criteria when buying a product (Harisandi, Yahya, Risqiani, & Purwanto, 2023) Price is a real and strong factor that influences consumer purchasing decisions, Analysis of e-customer behavior (Kwan et al, 2005) Marketing allows us to understand your online experience, from the first visit to the homepage and browsing of related web pages, to the final decision to abandon or cancel your shopping cart (Hernández, Jiménez, & Martín, 2010). It is important to clarify the possible paths that e-consumers can take .…”