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