Hubungan antara word of mouth dengan keputusan pembelian online pengguna tiktok shop

Amelia, Indah (2024) Hubungan antara word of mouth dengan keputusan pembelian online pengguna tiktok shop. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The rapid growth of TikTok Shop among young people reflects a new trend in e-commerce, where social interactions and recommendations from close acquaintances influence purchasing decisions. This study aims to determine the relationship between word of mouth and online purchasing decisions among TikTok Shop users. This research is quantitative in nature, with the subjects being users of the TikTok Shop application. The sampling technique used was accidental sampling, resulting in 120 subjects. Data collection was conducted using a word-of-mouth scale and a purchasing decision scale in the form of a Likert scale. The scales were developed based on items derived from the aspects and indicators of each variable. A tryout was conducted on the research instruments using 34 subjects. The data analysis employed was Pearson product-moment correlation analysis. The results of the correlation test using the product-moment analysis technique showed that the r-value was 0.800 with a significance (p) of 0.000. Based on the correlation coefficient obtained from statistical analysis using data processing software, it was found that there is a relationship between word of mouth and online purchasing decisions among TikTok Shop users. The correlation between variables falls into the strong category with a positive direction, indicating that when word of mouth is high, purchasing decisions increase, and when word of mouth is low, purchasing decisions decrease.

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