Electronic Theses and Dissertation

Electronic word of mouth (e-wom) merupakan sarana komunikasi elektronik untuk bertukar informasi antar konsumen yang tak saling kenal untuk dapat berbagi pengalaman mengenai produk atau layanan yang mereka gunakan. tiktok menjadi salah satu media sosial yang sedang popular sekarang. tiktok menjadi populer karena fokusnya pada konten dan menyediakan beragam fitur yang lengkap sehingga banyak pengguna tiktok yang mengambil keputusan pembelian berdasarkan informasi yang mereka peroleh dari tiktok. masyarakat di provinsi aceh memiliki tingkat aktivitas transaksi belanja online yang relatif tinggi, tren belanja online sudah mulai marak di provinsi aceh dari tahun 2015. penelitian ini bertujuan untuk mengetahui ada tidaknya pengaruh electronic word of mouth di laman tiktok terhadap keputusan pembelian online pada masyarakat kota banda aceh. penelitian ini menggunakan model the cicular model of some. metode pada penelitian ini kuantitatif eksplanatif. data penelitian diperoleh dengan kuesioner melalui google form yang disebarkan kepada 123 masyarakat kota banda aceh, di kecamatan kuta alam, syiah kuala dan baiturrahman. responden dipilih menggunakan teknik quota sampling agar distribusi sampel merata. berdasarkan uji hipotesis yaitu thitung> ttabel, nilai thitung (10.422) > ttabel (1.658). angka ini menunjukkan bahwa ho ditolak ha diterima. pengaruh variabel x (electronic word of mouth) terhadap variabel y (keputusan pembelian) adalah sebesar 47,30% sedangkan sisanya 52,70% dipengaruhi faktor lain. dengan penelitian ini diharapkan dapat menjadi masukan kepada pelaku usaha berbasis online agar dapat memanfaatkan berbagai media sosial yang ada untuk meningkatkan penjualan. kata kunci: electronic word of mouth, tiktok, keputusan pembelian

Electronic word of mouth (e-WOM) is a means of electronic communication to exchange information between consumers who do not know each other to be able to share experiences about the products or services they use. TikTok is one of the social media that is trending right now. TikTok has become popular because of its focus on content and providing a variety of complete features so that many TikTok users make purchase decisions based on the information they get from TikTok. People in Aceh province have a relatively high level of online shopping transaction activity, The trend of online shopping has begun to flourish in Aceh province since 2015. This study aims to find out whether there is an influence of electronic word of mouth on the TikTok page on online purchase decisions in the people of Banda Aceh. This study uses The Cicular Model of SoMe. The method in this study is quantitative and explanatory. The research data was obtained by questionnaire through a google form which was distributed to 123 people in the city of Banda Aceh, in the districts of Kuta Alam, Syiah Kuala and Baiturrahman. Respondents were selected using the quota sampling technique so that the sample distribution was even. Based on the hypothesis test, namely tcal> ttable, tcount value (10,422) > ttable (1,658). This figure shows that Ho was rejected by Ha accepted. The influence of variable X (Electronic Word of Mouth) on variable Y (Purchase Decision) is 47.30% while the remaining 52.70% is influenced by other factors. With this research, it is hoped that it can be an input to online-based business actors so that they can take advantage of various existing social media to increase sales. Keywords: Electronic Word of Mouth, TikTok, Purchase Decision