Pengaruh E-Wom, Online Review, Harga Terhadap Minat Beli User Pada App Tiktok Studi Pada Mahasiswa FEB Unisma

Abstract

Abstract

 

More and more internet users in the community and business people are starting to look at electronic commerce, also commonly called e-commerce. In addition to e-commerce, people usually market their products on social media. The intensity of the use of social media in Indonesia is quite high. And active social media users number 160 million, or 59%. From the statistical data, it can be seen that most internet users, including active social media users, In 2020, one of the social media platforms that has increased the number of users is TikTok. The purpose of this study is to investigate the relationship between E-Wom, online reviews, and prices.The study used a causal associative type of research oriented to a causal relationship with the population used by active students of FEB UNISMA and the sample used was 85 respondents. Based on the results of the research conducted, the results showed that E-Wom had a positive effect with a t count of 3.044 which was greater than the t table (1.985). Online review has no positive effect on t count, with t count -0.017 smaller than the t table. Price has a positive effect with t arithmetic of 4,392 greater than t table. And the three X variables simultaneously affect the Y variable.

 

Keywords: E-Wom, Online Review, Price, Buying Interest, Tiktok