Pengaruh Social Media Marketing dan Electronic Word of Mouth (e-WOM) di Aplikasi TikTok terhadap Keputusan Pembelian Produk Skincare Somethinc di Kota Jakarta Selatan

Abstract

The rapid development of social media has positioned TikTok as an important source of information for consumers when considering skincare purchases. This study aims to examine the effects of social media marketing and electronic word of mouth (e-WOM) on TikTok on purchase decisions for Somethinc skincare products in South Jakarta, both partially and simultaneously. This study employed a quantitative approach with a causal-associative research design. The sample consisted of 96 respondents selected using the Lemeshow formula and a non-probability sampling technique with a purposive sampling method. Primary data were collected through an online closed-ended questionnaire using a four-point Likert scale and analyzed using IBM SPSS Statistics version 27. The data analysis techniques included data quality tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results indicate that social media marketing has a positive and significant effect on purchase decisions, with a partial contribution of 11.17%. Electronic word of mouth (e-WOM) also has a positive and significant effect on purchase decisions, with a partial contribution of 35.65%, indicating a stronger contribution than social media marketing. Simultaneously, social media marketing and e-WOM significantly affect purchase decisions, with a coefficient of determination of 45.6%, while the remaining 54.4% is explained by other factors not examined in this study. These findings highlight the importance of social media marketing and consumer-generated electronic communication on TikTok in shaping consumers’ purchase decisions for skincare products.