PENGARUH TIKTOK CONTENT QUALITY DAN ELECTRONIC WORD OF MOUTHM (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PADA AL PHONE CELL DI KABUPATEN SIDENRENG RAPPANG

Abstract

The rapid development of digital technology has transformed marketing strategies, particularly through social media platforms such as TikTok. This study aims to analyze the influence of TikTok Content Quality and Electronic Word of Mouth (E-WOM) on purchasing decisions at Al Phone Cell in Sidenreng Rappang Regency. The research employed a quantitative approach with an associative research design. Data were collected through questionnaires distributed to 83 respondents selected using purposive sampling techniques. The data analysis methods included descriptive statistical analysis, validity and reliability testing, classical assumption testing, multiple linear regression analysis, coefficient of determination analysis, partial testing (t-test), and simultaneous testing (F-test) using IBM SPSS version 26. The results of the study indicate that TikTok Content Quality has a positive and significant effect on purchasing decisions. In addition, Electronic Word of Mouth (E-WOM) also has a positive and significant effect and becomes the most dominant variable influencing purchasing decisions. Simultaneously, TikTok Content Quality and E-WOM significantly influence purchasing decisions at Al Phone Cell. The coefficient of determination result shows that both variables contribute 78.6% to purchasing decisions, while the remaining 21.4% is influenced by other factors outside the research model. These findings indicate that creative content quality and positive digital interactions through TikTok play an important role in increasing consumer purchasing decisions in the digital marketing era.