The Influence of Digital Marketing and Electronic Word of Mouth (E-Wom) on Purchasing Decisions on Tik-Tok Shop Fashion Products (Survey of Communication Science Students at Slamet Riyadi University, Surakarta)

Abstract

ABSTRACT
This research aims to determine the significance of the influence of digital
marketing and electronic word of mouth (E-WOM) on purchasing decisions for
fashion products at the TikTok shop. This type of research is explanatory with survey
research methods and data collection using questionnaires and other data such as
journals, books, articles, etc. The population of this research is 100 Communication
Science Students, Slamet Riyadi University class 2020-2023. The sampling used was
probability sampling with random sampling technique. The results of the research
show that digital marketing (X1) and electronic word of mouth (e-wom) (X2) partially
have a significant effect on the decision to purchase fashion products at the TikTok
shop, with a value of 2,936 with a p-value of 0.004, and electronic word of mouth ( e-
wom) obtained a value of 3,866 with a p-value of 0.000. Simultaneously, digital
marketing and electronic word of mouth (e-wom) have a significant influence on the
decision to purchase fashion products at the TikTok shop for communication science
students at Slamet Riyadi University, with a value of 70,039 with a p-value of 0.000.
The coefficient of determination (R2) obtained a value of 0.582, which means that
digital marketing and electronic word of mouth have an influence of 58.2% on
purchasing decisions and the remaining 42.8% is influenced by other variables that
were not examined.
Keywords : digital marketing, electronic word of mouth (e-wom), decision to purchase