PENGARUH DIGITAL MARKETING, EWOM, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC MELALUI APLIKASI TIKTOK DI KALANGAN MAHASISWA DENPASAR

Abstract

This study aims to analyze the influence of Digital Marketing, Electronic Word of Mouth (e-WOM), and product quality on the purchase decision of Skintific skincare products throgh the TikTok application amonng university students in Denpasar. The background of this research is bades on increasing use of TikTok as a digital marketing platform capable of shaping consumer perceptions, as well as the growing dominance of importe products like Skintific in the local market. The research method used ia a quantitative approach with purposive sampling involving 135 student respondents who are active TikTok users and have previously purchased Skintific Products. Data were collected through an online questionnaire and analyzed using multiple linear regression with the assistance of SPSS. The results show that, partially, digital marketing, e-WOM, dan product quality have a positive and significant influence on purchase decisions. Simultaneously, the three independent variables also significantly affect purchase decisions. These findings indicate that a digital marketing strategy integrated with creative content, online reviews, and consistent product quality can effectively inrease purchase decisions among young consumers. This research contributes theoretically to the development of literature in digital marketingand consumer behavior and provides pratical implications for companies in designing more effective promotional strategies through social media platforms such TikTok.