Pengaruh Social Media Marketing Tiktok dan Electronic Word Of Mouth (e-WOM) Terhadap Keputusan Pembelian Produk Daviena Skincare

This study analyzes the influence of Social Media Marketing on TikTok and Electronic Word of Mouth (e-WOM) on purchasing decisions for Daviena Skincare amidst the overclaim controversy. Using a quantitative approach, data were collected from 125 TikTok users and Daviena consumers through purposive sampling. Data analysis was conducted using multiple linear regression. The results show that Social Media Marketing on TikTok has a positive and significant effect on purchasing decisions (t count 7.033 > t table 1.979), driven by the effectiveness of the Live Shopping feature and promotional pricing strategies. The e-WOM variable also has a positive and significant impact (t count 5.334 > t table 1.979), proving that user testimonials serve as security validation for consumers. Simultaneously, both variables contribute 57.5% to purchasing decisions, while the remaining 42.5% is influenced by other factors. These findings suggest that the company should consistently optimize its Live Streaming pricing strategy to maintain loyalty and sales volume.