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Aug 22, 2025
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Abstract

This study aims to identify and analyze the influence of Electronic Word of Mouth and Price on Product Purchasing Decisions in Tiktok Shop. This study uses a quantitative method with a data collection method carried out through the distribution of questionnaires. The sample used in this study was 92 respondents of STIE Amkop Makassar students who have a tiktok account, with a sampling technique that is purposive sampling technique. The results of the study show that the electronic word of mouth and price variables have a significant effect on purchasing decisions in tiktok shop (Y) R Square 0.631 which means 63.1%. The t-count value is 5.423> t-table 1.987 with a significance value of 0.000 <0.005. Electronic Word of Mouth (X1) has a positive and significant effect on purchasing decisions. The t-count value is 7.030> t-table 1.987 with a significance value of 0.000 <0.005. Price (X2) has a positive and significant effect on purchasing decisions. The test results show that the F count value is 0.000 < 0.05 and the F count value is 76.041 > F table 3.100. Electronic Word of Mouth and Price simultaneously have a positive and significant effect on purchasing decisions.

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Electronic Word of Mouth Price Purchase Decision

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F, R. N. I., Herison, R., & Misi, H. L. (2025). Pengaruh Electronic Word of Mouth dan Harga terhadap Keputusan Pembelian. Management and Accounting Research Journal, 5(2), 92-103. Retrieved from https://www.jurnal.ilrscentre.or.id/index.php/mars/article/view/139
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