Pengaruh Kualitas Konten, Electronic Word of Mouth (E-WOM), Interaksi Media Sosial, Dan Customer Engagement Terhadap Keputusan Pembelian Produk Fashion Aerostreet Pada Platform Tiktok Shop (Studi Kasus pada Mahasiswa Universitas Islam Malang)

Abstract

Abstract

This study aims to examine the influence of content quality, Electronic Word of Mouth (E-WOM), social media interaction, and customer engagement on purchasing decisions for Aerostreet fashion products on the TikTok Shop platform, both simultaneously and partially. This research employed a quantitative approach with an explanatory research design. The population consisted of students of Universitas Islam Malang who had purchased Aerostreet products through TikTok Shop. A total of 95 respondents were selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing (F-test and t-test) with SPSS. The findings indicate that content quality, E-WOM, social media interaction, and customer engagement have a positive and significant effect on purchasing decisions, both simultaneously and partially. The Adjusted R Square value of 0.569 indicates that these variables explain 56.9% of the variance in purchasing decisions, while the remaining 43.1% is influenced by other factors outside the research model. These findings suggest that strengthening digital marketing strategies through high-quality content, positive E-WOM, active social media interaction, and strong customer engagement can improve consumers' purchasing decisions on TikTok Shop.

Keywords: Content Quality, Electronic Word of Mouth, Social Media Interaction, Customer Engagement, Purchase Decision, Aerostreet, TikTok Shop.