The Influence of Content Marketing and E-Wom on TikTok Social Media on Purchasing Decisions of Pasir Pengaraian University Students

Mindo Tio Winda Simanjuntak; Triyani Capeg Hadmandho; Nofriser Nofriser

doi:10.63922/ijebir.v5i05.5995

Mindo Tio Winda Simanjuntak Program Studi Kewirausahaan Fakultas Ekonomi Universitas Pasir Pengaraian
Triyani Capeg Hadmandho Program Studi Kewirausahaan Fakultas Ekonomi Universitas Pasir Pengaraian
Nofriser Nofriser Program Studi Kewirausahaan Fakultas Ekonomi Universitas Pasir Pengaraian

DOI: https://doi.org/10.63922/ijebir.v5i05.5995

Keywords: Content Marketing, Electronic Word Of Mouth, Purchase Decision, Social Media Marketing, TikTok

Abstract

The development of TikTok as a social media with a large user base has driven changes in consumer behavior, including students in obtaining information and making purchasing decisions. This study aims to analyze the influence of Content Marketing and Electronic Word of Mouth (E-WOM) on TikTok social media on purchasing decisions of Pasir Pengaraian University students, both partially and simultaneously. The study used a quantitative approach with a survey method. The study population consisted of 777 students of the Faculty of Economics, Pasir Pengaraian University, intakes of 2022 to 2024, with a sample of 89 respondents determined through purposive sampling and the Slovin formula. Data were collected using a five-point Likert scale questionnaire and analyzed using SPSS through validity, reliability, classical assumptions, multiple linear regression, coefficient of determination, t-test, and F-test tests. The results showed that Content Marketing had a positive and significant effect on purchasing decisions with a t-value of 16.695 and a significance of <0.001. E-WOM also had a positive and significant effect with a t-value of 17.551 and a significance of <0.001. Simultaneously, both variables had a significant effect, with an F-value of 180.319 and a significance level of <0.001. An adjusted R-square of 0.803 indicates the model's ability to explain 80.3% of the variation in purchasing decisions. Thus, content marketing and e-WOM are important factors in strengthening students' purchasing decisions through TikTok.

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