Peran Digital Marketing Tiktok dan Elektronik Word of Mouth dalam Keputusan Pembelian Fashion pada Gen Z Wanita

Lina Mustika Reni; Musnaini Musnaini; Fitriaty Fitriaty

doi:10.61132/jieap.v2i1.878

Authors

Lina Mustika Reni Universitas Jambi
Musnaini Musnaini Universitas Jambi
Fitriaty Fitriaty Universitas Jambi

DOI:

https://doi.org/10.61132/jieap.v2i1.878

Keywords:

Digital Marketing, Purchasing Decisions, Word of Mouth

Abstract

This study aims to examine the role of digital marketing and electronic word of mouth on fashion purchasing decisions among Gen Z women. This study is a quantitative research type. The determination of the number of samples in this study was 96 respondents with the sampling technique used was Purposive Sampling and the sampling method used was Non-Probability Sampling. The primary data used was obtained through a digital questionnaire, namely Google Form with a Likert scale. The data analysis method in this study used SPSS (Statistical Product and Service Solution) using IBM SPSS Statistics 25 For Windows software. The results of this study indicate that digital marketing and electronic word of mouth have a positive and significant effect on fashion purchasing decisions among Gen Z women.

Downloads

Download data is not yet available.

References

Afiah, N., Hasan, M., S., Ratnah, S., & Arisah, N. (2022). Analisis pemanfaatan aplikasi TikTok dalam meningkatkan penjualan UMKM sektor kuliner di Kota Makassar. Ideas: Jurnal Pendidikan, Sosial, Dan Budaya, 8(4), 1257. https://doi.org/10.32884/ideas.v8i4.1040

Andika, F., Nurbaiti, D., & Program Studi, A. B., Fakultas Ilmu Administrasi, Buyer Behaviors, & Social Media Marketing. (2023). Jurnal Administrasi Bisnis, 3(55), 552–565.

Arif, M. A., & Hidayah, R. T. (2023). Pengaruh electronic word of mouth dan social media marketing terhadap proses keputusan pembelian konsumen e-commerce Lazada. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 1–15. https://doi.org/10.31955/mea.v7i3.3295

Averina, R. Y., & Widagda, I. G. N. J. A. (2021). Tjyybjb.ac.cn, 27(2), 635–637.

Dewi, W. S., Fitriaty, & Musnaini. (2024). Model keputusan pembelian smartphone Apple melalui aktivitas pemasaran media sosial, inovasi. 13(05), 1666–1680.

Dharma, B., & Efrianda, M. R. (2023). Analisis penjualan online melalui media sosial TikTok. Jurnal Publikasi Ekonomi Dan Akuntansi, 3(3), 269–278. https://doi.org/10.51903/jupea.v3i3.885

Gunarsih, C. M., & Tamengkel, L. F. (2021). Pengaruh harga terhadap keputusan pembelian konsumen di toko Pelita Jaya Buyungon Amurang. 2(1), 69–72.

Harwati, M., & Yanti, T. (2020). Peran social media marketing dalam meningkatkan penjualan produk makanan di marketplace. Jurnal Pemasaran, 4(3), 90–102.

Husna, A. H., & Mairita, D. (2024). Gen Z dan perilaku konsumsi konten influencer pada TikTok. Jurnal Riset Komunikasi, 7(1), 86–100. https://doi.org/10.38194/jurkom.v7i1.1002

Kurniawan, A. R. (2023). Pengaruh social media marketing terhadap keputusan pembelian produk kecantikan melalui Instagram. Jurnal Manajemen Bisnis, 8(2), 112–126.

Lubis, T. A., Fitriaty, N. E., Siregar, A. P., & Universitas Jambi. (2022). Pelatihan digital marketing sebagai strategi perluasan pangsa pasar produk souvenir di Desa Pudak Kabupaten Muaro Jambi. 4(1), 7–11.

Pratama, M. A. (2022). Pengaruh social media marketing terhadap keputusan pembelian produk fashion di Instagram. Jurnal Pemasaran Digital, 5(2), 120–133.

Sari, R. P., & Hasan, A. (2021). Pengaruh influencer marketing terhadap perilaku pembelian konsumen pada aplikasi TikTok. Jurnal Bisnis Digital, 9(1), 45–58.

Sekaran, U., & Bougie, R. (2017). Metode penelitian untuk bisnis (6th ed.). Salemba Empat.

Viani, N. (2023). Pengaruh digital marketing, electronic word of mouth dan lifestyle terhadap keputusan pembelian pada TikTok Shop Indonesia. BISMA Business and Management Journal, 1(4).