Pengaruh Promosi Online dan Electronic Word of Mouth di Aplikasi Tiktok Terhadap Keputusan Pembelian Pangan Lokal Olahan Ketan Susu

Abstract

The purpose of this study is to analyze the influence of online promotion and eWOM on the TikTok application on the purchase decision of processed local food of glutinous rice. This study uses a quantitative method and then data is collected through a questionnaire that is distributed to 100 respondents who have been determined after the Lemeshow equation, and the data is analyzed using instrument tests, classical assumption tests and analyzed using multiple linear regression. The results of the analysis of the F Test showed that Online Promotion (X1) and Electronic Word of Mouth (X2) had a positive and significant effect together (Simultaneous) on the purchase decision, with a significance value of 0.000 < 0.05, and the results of the analysis of the individual (Partial) t-Test had an effect on the purchase decision, with a significance value of Online Promotion (X1) of 0.000 < 0.05 and a significance value of Electronic Word of Mouth (X2) of 0.007 < 0.05. This shows that the better the Online Promotion and Electronic Word of Mouth carried out on TikTok, the higher the consumer purchase decision for processed local dairy sticky rice foods at Sumodrink & Foods.