The Influence of Digital Marketing and Electronic Word of Mouth on Sunsilk Shampoo Purchasing Decisions on TikTok among Generation Z in Pamulang, South Tangerang

Anissa Ayudewi; Putri Nilam Kencana

doi:10.61536/escalate.v4i4.776

Authors

Anissa Ayudewi Program Studi Manajemen, Universitas Pamulang, Tangerang Selatan, Indonesia
Putri Nilam Kencana

DOI:

https://doi.org/10.61536/escalate.v4i4.776

Keywords:

Digital Marketing, Electronic Word of Mouth, Purchase Decision, Sunsilk, TikTok, Generation Z

Abstract

This study aimed to examine the effect of Digital Marketing and Electronic Word of Mouth on the purchase decision of Sunsilk shampoo on TikTok among Generation Z in Pamulang District, South Tangerang. A quantitative causal-associative approach was applied. The sample consisted of 100 respondents selected through purposive sampling. Data were collected using an online questionnaire and analyzed with IBM SPSS using validity, reliability, classical assumption, simple and multiple linear regression, t-test, F-test, correlation, and coefficient of determination. The results showed that Digital Marketing had a positive but insignificant effect on purchase decisions (t = 1.507; p = 0.135), while Electronic Word of Mouth had a positive and significant effect (t = 3.055; p = 0.003). Simultaneously, Digital Marketing and Electronic Word of Mouth significantly affected purchase decisions (F = 5.734; p = 0.004). The Adjusted R Square of 0.087 indicated that the two independent variables explained 8.7% of the variation in purchase decisions. The findings suggest that e-WOM plays a stronger partial role in shaping purchase decisions, while other factors outside the model also contribute.

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