PENGARUH SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION PRODUK WARDAH DI TIKTOK

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing dan electronic word of mouth terhadap keputusan pembelian produk kosmetik Wardah melalui platform TikTok. Fenomena meningkatnya interaksi konsumen di media
sosial serta pesatnya pertumbuhan industri kosmetik lokal mendorong pentingnya pemahaman terhadap strategi pemasaran digital yang efektif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 349 responden
pengguna TikTok yang mengetahui produk Wardah. Teknik analisis data yang digunakan adalah analisis regresi linear berganda dengan bantuan software SPSS. Hasil penelitian menunjukkan bahwa baik social media marketing maupun electronic word of mouth memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Temuan ini memperkuat relevansi teori Planned Behavior dalam menjelaskan bagaimana sikap, norma subjektif, dan kontrol perilaku yang dipersepsikan dapat memengaruhi niat dan keputusan pembelian konsumen. Penelitian ini memberikan kontribusi teoretis dalam pengembangan literatur pemasaran digital serta implikasi praktis bagi perusahaan dalam merancang strategi promosi yang lebih tepat sasaran di era media sosial.
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This study aims to examine the influence of social media marketing and electronic word of mouth on the purchase decision of Wardah cosmetic products through the TikTok platform. The growing consumer engagement on social media and the rapid development of the local cosmetics industry highlight the importance of understanding effective digital marketing strategies. This research adopts a quantitative approach using a survey method involving 349 TikTok users who are aware of Wardah products. Data analysis was carried out using multiple linear regression with the assistance of SPSS software. The results show that both social media marketing and electronic word of mouth have a positive and significant influence on consumer purchase decisions. These findings reinforce the relevance of the Theory of Planned Behavior in explaining how attitudes, subjective norms, and perceived behavioral control influence consumers' purchase intentions and actual behavior. This study provides theoretical contributions to the development of digital marketing literature and practical implications for companies in designing more targeted promotional strategies in the era of social media.