PENGARUH TERPAAN SALES PROMOTION DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK CETAPHIL PADA PLATFORM TIKTOK SHOP

Abstract

This study aims to examine the influence of sales promotion and
electronic word of mouth (e-WOM) on purchasing decisions of Cetaphil products
on the TikTok Shop platform. TikTok Shop, as a form of social commerce,
facilitates direct interaction between sellers, influencers, and consumers, making
digital marketing strategies such as sales promotions and user reviews highly
influential. The research employs a quantitative approach using a survey method.
Data were collected via online questionnaires distributed to active TikTok Shop
users who have seen or purchased Cetaphil products. The findings indicate that
e-WOM has a significant effect on purchasing decisions, while sales promotion
does not show a significant impact. These results highlight the importance of
user-generated reviews and experiential credibility in shaping consumer
behavior, particularly on interactive and video-based content platforms.