PENGARUH KUALITAS KONTEN TIKTOK, INFLUENCER MARKETING, DAN E-WOM TERHADAP KEPUASAN KONSUMEN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING PADA TOKO ZAYNDY AQUATIC

Zaynul Mursyidin; Riska Ayu Pramesthi; Minullah Minullah

doi:10.36841/jme.v5i8.9371

Zaynul Mursyidin Universitas Abdurachman Saleh Situbondo
Riska Ayu Pramesthi Universitas Abdurachman Saleh Situbondo
Minullah Minullah Universitas Abdurachman Saleh Situbondo

DOI: https://doi.org/10.36841/jme.v5i8.9371

Abstract

In the realm of social commerce, consumer purchasing decisions are no longer driven by expensive advertisements or conventional discounts, but rather by trust built organically through content that is relatable, transparent, and informative. This social validation is crucial for overcoming the skepticism of potential buyers, particularly given that transactions involving high-value items such as live animals and fragile goods require a higher level of trust. This study aims to analyze the influence of TikTok content quality, influencer marketing, and electronic word-of-mouth (e-WOM) on consumer satisfaction, with purchasing decisions serving as an intervening variable at Zayndy Aquatic. A simple random sampling technique was employed. Data analysis and hypothesis testing were conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach.

Hypothesis testing results regarding direct effects, obtained using SmartPLS 3.0 software, indicate that TikTok content quality has a positive but insignificant effect on purchasing decisions. Influencer marketing has a positive and significant effect on purchasing decisions. E-WOM has a positive and significant effect on purchasing decisions. TikTok content quality has a positive and significant effect on consumer satisfaction. Influencer marketing has a positive and significant effect on consumer satisfaction. E-WOM has a negative yet significant effect on consumer satisfaction. Purchasing decisions have a positive and significant effect on consumer satisfaction. TikTok content quality has a positive but insignificant effect on consumer satisfaction mediated by purchasing decisions. Influencer marketing has a positive and significant effect on consumer satisfaction mediated by purchasing decisions. E-WOM has a positive and significant effect on consumer satisfaction mediated by purchasing decisions.