Influence of Content Marketing, Influencer Marketing, and Electronic Word of Mouth (E-WOM) on Tiktokshop Consumer Purchase Decisions: Pengaruh Content Marketing, Influencer Marketing, dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian Konsumen Tiktokshop

This study aims to determine the effect of content marketing, influencer marketing and E-WOM on purchasing decisions of Tiktokshop consumers. This research uses a quantitative approach. The sampling technique used was non-probability sampling with a purposive sampling method with a total of 96 respondents. The data analysis technique uses Partial Least Square (PLS) with the Smart Pls version 4.0 program. Analysis in PLS (partial least squares) is carried out in three stages, namely outer model analysis (variable validity and reliability tests), inner model analysis, and hypothesis testing. The results of this research show that (1) Content Marketing has a positive and significant influence on Purchasing Decisions, (2) Influencer Marketing has a positive and significant influence on Purchasing Decisions, (3) Electronic Word of Mouth has a positive and significant influence on Purchasing Decisions