PENGARUH BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE WARDAH PADA E-COMMERCE TIKTOKSHOP DI KOTA BOGOR
DOI:
https://doi.org/10.54964/manajemenusni.v12i1.760Keywords:
Brand Image, E-WOM, Purchasing Decisions, TikTokShop, WardahAbstract
The advancement of digital technology has changed consumer behavior in purchasing skincare through e-commerce platforms such as TikTok Shop. Wardah as a leading halal cosmetic brand in Indonesia faces intense competition in attracting consumers. This study aims to examine the influence of Brand Image and E-WOM on purchasing decisions for Wardah skincare products. The method used is quantitative associative causal with a purposive sampling method, namely TikTok Shop users in Bogor City who have purchased Wardah skincare products on TikTok Shop at least once in the last six months. Data were collected through questionnaires and analyzed using multiple linear regression with the help of IBM SPSS. The results showed that Brand Image and E-WOM had a positive and significant effect on purchasing decisions both partially and simultaneously.
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