Deciphering the Influential Role of E-Service Quality, E-WOM, and E-Payment in Shaping Customer Purchase Decisions in Tiktok Shop
1Sherin Alianto, 2Yuanita Ratna Indudewi
1,2Universitas Ciputra Surabaya
https://doi.org/10.47191/jefms/v7-i1-71ABSTRACT:
This study aims to enhance our understanding of digital marketing management, particularly the impact of electronic service quality, electronic word-of-mouth, and electronic payment on customers' purchasing decisions within the realm of TikTok shops. Employing a quantitative research approach, the study encompasses a population of customers who have installed TikTok Shop on their smartphones, with a sample size of 160 respondents surveyed. The collected questionnaire data underwent analysis using SPSS, revealing that E-Service Quality, E-WOM, and E-Payment significantly influence customers' buying decisions. The research outcomes offer valuable insights for developing effective strategies to enhance business sales through TikTok Shop.
KEYWORDS:
Purchase Decision, E-service Quality, Electronic Word of Mouth, Electronic Payment
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