Pada Followers Aplikasi Tiktok Jiniso) SILVI PUTRI ARIANI Primary Author mixed material bibliography JAKARTA Universitas Satya Negara Indonesia 2025 id Indonesia

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This study was conducted to determine the extent of the influence of TikTok Social Media, Electronic Word of Mouth (e-WOM), and Consumer Behavior on purchasing decisions for Jiniso fashion products, especially among active users who follow Jiniso's official TikTok account. The phenomenon of increasing interest in online shopping, especially among the younger generation, is an important background in this study. The research method used is a quantitative approach by distributing online questionnaires to 100 respondents who are active followers of Jiniso's TikTok account. Data analysis techniques were carried out using SPSS software version 26, which includes validity tests, reliability tests, multiple linear regression analysis, t-tests (partial), F-tests (simultaneous), and coefficients of determination (Adjusted R Square). The results of the study indicate that simultaneously, TikTok Social Media, e-WOM, and Consumer Behavior have a significant influence on purchasing decisions. However, partially, only TikTok Social Media is proven to have a significant influence, while e-WOM has an influence but is not significant, and Consumer Behavior has no significant influence. This research is expected to contribute to business actors in designing effective marketing strategies through the use of social media and strengthening e-WOM. SILVI PUTRI ARIANI Manajemen Manajemen Pemasaran KEPUTUSAN PEMBELIAN Electronic Word of Mouth Media Sosial Tiktok Perilaku konsumen MAN 2025 Institutional Repository USNI Universitas Satya Negara Indonesia MAN 2025 8250319 Perpustakaan USNI Kampus A (SKRIPSI) MAN 2025 PENGARUH MEDIA SOSIAL TIKTOK, ELECTRONIC WORD OF MOUTH, DAN PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION JINISO |(Studi Kasus: Pada Followers Aplikasi Tiktok Jiniso) 4380 2025-09-25 18:15:57 2025-09-25 18:16:28 machine generated