Pengaruh Customer Experiences, Content Marketings, Dan Electronic Word Of Mouth (E-Wom) Terhadap Purchase Decision Pada Pengguna Tiktokshop Di Kota Malang

Abstract

Abstract

This study examines the influence of customer experience, content marketing, and electronic word of mouth (e-wom) on purchase decisions in Tiktokshop. A quantitative approach was applied using survey methods through questionnaires distributed to respondents who had previously purchased products on Tiktokshop. Data analysis was conducted using multiple linear regression. Results show that customer experience, content marketing, and e-wom simultaneously have a significant effect on purchase decisions. Partially, customer experience and e-wom significantly influence purchase decisions, while content marketing does not show a significant effect. These findings indicate that user experience and consumer reviews are more influential in shaping purchase decisions than marketing content. The study provides practical insights for businesses to improve digital marketing strategies by enhancing customer experience and optimizing positive e-wom on Tiktokshop.

Keywords: Customer Experience, Content Marketing, Electronic Word of Mouth (E-WOM), Purchase Decision