PENGARUH ELECTRONIC WORD OF MOUTH DAN LIVE STREAMING TERHADAP PURCHASE DECISION PRODUK MOISTURIZER THE ORIGINOTE DI TIKTOK SHOP (STUDI KASUS PADA KONSUMEN DI SUKABUMI)

This research aims to determine the influence of electronic word of mouth and live streaming on purchase decisions for The Originote moisturizer product at TikTok Shop, with a case study of consumers in Sukabumi. electronic word of mouth (e-WOM) is informal communication carried out by consumers regarding a product or service via a digital platform, while live streaming is a live broadcast that allows real-time interaction between sellers and consumers. This research used a quantitative method with a questionnaire distributed to 50 respondents who were consumers of The Originote moisturizer products at the TikTok Shop in Sukabumi. Sampling was carried out using a non-probability sampling technique and data measurement was carried out using a Likert scale. Data analysis in this research includes instrument testing to ensure validity and reliability, classical assumption testing to ensure the data meets the basic assumptions of statistical analysis, as well as hypothesis testing using SPSS version 25 software. The results of the study show that electronic word of mouth and live streaming have an influence positive and significant on the decision to purchase The Originote moisturizer product at the TikTok Shop. These findings indicate that the more positive the e-WOM and the more interactive the live streaming is, the higher the likelihood of consumers buying the product. Thus, marketers are advised to improve e-WOM strategies and live streaming quality to encourage purchasing decisions.

Keywords: electronic word of mouth, live streaming, purchase decision