PENGARUH INFLUENCER MARKETING DAN E-WOM (ELECTRONIC WORD OF MOUTH) TERHADAP PURCHASE DECISION (STUDI KASUS TERHADAP GENERASI Z PENGGUNA TIKTOKSHOP PADA PRODUK PARFUM MYKONOS DI KABUPATEN SUKABUMI)

The rapid development of the digital economy, especially on e-commerce platforms such as TikTokShop, has changed consumer behavior patterns, especially among Generation Z. This study aims to analyze the influence of Influencer Marketing and Electronic Word of Mouth (E-WOM) on Purchase Decision of Mykonos perfume products on the TikTokShop platform, focusing on Generation Z in Sukabumi Regency. The study used a quantitative approach with a survey method, involving 142 respondents selected through nonprobability sampling techniques. Data were collected through online questionnaires and analyzed using SmartPLS software to test the relationship between variables. The results of the study showed that: (1) Influencer Marketing partially has a positive and significant effect on Purchase Decision (T- Statistic = 3.315, P-Value = 0.001) with an influence value of 22.1%; (2) E-WOM partially has a positive and significant effect on Purchase Decision (T-Statistic = 5.849, P-Value = 0.000) with an influence value of 46.5%; and (3) simultaneously, Influencer Marketing and E-WOM have a positive and significant effect on Purchase Decision. E- WOM has a greater effect (T-Statistic = 5.849) compared to Influencer Marketing (T- Statistic = 3.315) with an influence value of 70.5%. This finding confirms that digital marketing strategies, especially through Influencer Marketing and E-WOM, are effective in shaping perceptions and driving Generation Z purchasing decisions on the TikTokShop platform. This study provides practical insights for business actors to optimize digital marketing strategies and contribute to the development of consumer behavior theory in the digital era.
Keywords: Influencer Marketing, Electronic Word of Mouth (E-WOM), Purchase Decision, TikTokShop, Generation Z, Mykonos Perfume.