Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh antar social media marketing, electronic word of mouth, dan service inovation terhadap purchase decision pengguna tiktok shop di banda aceh, baik secara parsial maupun simultan. target pada penelitian ini adalah individu yang aktif berbelanja melalui tiktok shop di banda aceh. metode penelitian yang digunakan adalah pendekatan kuantitatif dengan mengumpulkan 160 responden sebagai data primer melalui kuesioner. analisis data yang digunakan adalah uji validitas, reliabilitas, asumsi klasik (normalitas, multikolinearitas, dan heterokedastisitas), regresi linear berganda, dan uji hipotesis untuk mengetahui pengaruh masing-masing variabel terhadap purchase decision. hasil penelitian menunjukkan bahwa social media marketing, electronic word of mouth (e-wom) berpengaruh signifikan terhadap purhase decision, sedangkan service inovation menunjukkan hasil yang tidak signifikan. temuan ini memberikan kontribusi kepada pelaku bisnis dalam merancang strategi pemasaran yang efektif, terutama dalam konteks tiktok shop di era ekonomi digital saat ini. kata kunci: social media marketing, electronic word of mouth (e-wom), service inovation, purchase decision, tiktok shop.

ABSTRACT This study aims to analyze the effect of Social Media Marketing, Electronic Word Of Mouth (E-WOM), and Service Inovation on Purchase Decision of TikTok Shop users in Banda Aceh. Both partially and simultaneously. The target in this study are method used is a quantitative approach by collecting 160 respondents as primary data through a questionnaire. The data analysis used is validity, reliability, classical assumptions (normality, multicollinearity, and heteroccedasticity), multiple linear regression, and hypothesis testing to determine the effect of each variable on purchase decision, the results showed that Social media Marketing, Elevtronic Word Of Mouth (E-WOM) had a significant effect on Purchase Decision, while Service Inovation showed insignificant results. These findings contribute to businesses in designing effective marketing strategies, especially in the context of TikTok Shop in the current digital ecomomy era. Keywords: Social Media Marketing, Electronic Word Of Mouth (E-WOM), Service Inovation, Purchase Decision, TikTok Shop.