Pengaruh Influencer Marketing Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Produk Skintific Di Tiktok Shop

Abstract

This study aims to analyze the influence of influencer marketing and electronic word of mouth (eWOM) on purchasing decisions for Skintific products on TikTok Shop. The method employed in this research is a survey, with data collected through questionnaires distributed to TikTok users who have purchased Skintific products. The results indicate that both influencer marketing and eWOM have a positive and significant impact on purchasing decisions. These findings provide insights for marketers in designing effective marketing strategies on social media platforms.