The Impact of Sales Promotion and Electronic Word-of-Mouth on Originote Products via the TikTok Shop Application on Purchasing Decisions in Palembang City

https://doi.org/10.35912/rambis.v4i2.4212
Published: Dec 20, 2024

Abstract:

Purpose: This study examines the impact of sales promotions and electronic word of mouth (e-WOM) about The Originate items in the TikTok Shop application on purchasing decisions in Palembang. This study aims to elucidate the significance of promotional methods and electronic word-of-mouth in enhancing customer purchasing decisions for companies.
Methodology: This research used quantitative methods with data collection techniques through questionnaires involving 100 respondents. The data obtained were analyzed using multiple linear regression analysis to test the influence of each independent variable on the dependent variable.
Result: The research shows that sales promotions and electronic word-of-mouth (e-WOM) have a big effect on people's decisions to buy Originote products in the TikTok Shop app at the same time. Sales promotions exert a greater influence on purchasing decisions than electronic word-of-mouth.
Conclusions: The study concludes that promotion (X?) and e-WOM (X?) positively influence purchasing decisions for The Originote products on TikTok Shop in Palembang City. The F-test results show that both variables together significantly impact purchasing decisions. In the digital marketing era, a strong promotion strategy combined with positive e-WOM can significantly boost consumer buying interest.
Limitations: This research only focuses on users of the TikTok Shop application in Palembang City, so the results cannot be generalized to other regions and only research Sales Promotion and e-WOM. Future research should consider other variables, such as price and product quality, for a more comprehensive analysis.
Contribution: This research offers ideas for business professionals, particularly The Originate, to optimize sales promotion methods and leverage e-WOM as an efficient digital marketing instrument. These findings constitute an academic addition to the examination of digital marketing in the e-commerce era.

Keywords:
1. E-Wom
2. Purchasing Decisions
3. Sales Promotion
Authors:
1 . Audi Rizky Annisa
2 . Yulia Hamdaini Putri
3 . Hera Febria Mavilinda
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How to Cite
Annisa, A. R., Putri, Y. H., & Mavilinda, H. F. (2024). The Impact of Sales Promotion and Electronic Word-of-Mouth on Originote Products via the TikTok Shop Application on Purchasing Decisions in Palembang City . Reviu Akuntansi, Manajemen, Dan Bisnis, 4(2), 251–264. https://doi.org/10.35912/rambis.v4i2.4212
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Issue & Section
Vol. 4 No. 2 (2024): Desember
Articles
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References

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    Sari, R. A., & Purwanto, S. (2022). Kajian Electronic Word Of Mouth (E-WOM) dan Promosi di Media Sosial Terhadap Keputusan Pembelian Lipstik Viva Cosmetics di Kota Blitar. Jurnal E-Bis, 6(2), 543–554. https://doi.org/10.37339/e-bis.v6i2.944

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    Sisman, A., & Muskita, S. M. W. (2021). Pengaruh Promosi Melalui Media Sosial dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian (Studi Kasus Pada Online ShopThyy Thyy) DI KOTA SORONG. Jurnal Badati, 3(1), 42–53. https://doi.org/10.38012/jb.v4i1.561

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    Widyawati, S., & Faeni, R. P. (2021). Pengaruh marketing online, kualitas pelayanan dan harga terhadap kepuasan konsumen Hotel Borobudur. Reviu Akuntansi, Manajemen, Dan Bisnis, 1(1), 15–19. https://doi.org/10.35912/rambis.v1i1.402

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  2. Al-Dmour, H., Al-Qawasmi, S., Al-Dmour, R., & Amin, E. B. (2022). The Role Of Electronic Word Of Mouth (Ewom) And The Marketing Mix On Women’s Purchasing Intention Of Children’s Dietary Supplements. International Journal of Pharmaceutical and Healthcare Marketing, 16(3), 376–391. https://doi.org/10.1108/IJPHM-08-2020-0066
  3. Ankabuti, R. (2019). Pengaruh Electronic Word Of Mouth Dan Brand Image Terhadap Keputusan Pembelian (Studi Kasus Pada E-Commerce Shopee). Universitas Bakrie.
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  5. Arbaiah, M., Pandjaitan, D. R., & Ambarwati, D. A. S. (2022). Pengaruh Dimensi Motivasi Belanja Hedonis terhadap Pembelian Impulsif pada Situs Marketplace Shopee. Reviu Akuntansi, Manajemen, Dan Bisnis, 2(1), 55–65. https://doi.org/10.35912/rambis.v2i1.1477
  6. Cahyani, W., & Sulistyowati, R. (2021). Pengaruh Sales Promotion Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Tiket Bioskop Melalui Aplikasi Tix Id (Studi Pada Pengguna Aplikasi Tix Id Di Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 9(1), 1055–1061. https://doi.org/10.26740/jptn.v9n1.p1055-1061
  7. Firmansyah, A. (2020). Komunikasi pemasaran. Pasuruan: Qiara Media, 3.
  8. Hanifah, N., & Yusrin, N. A. (2024). Analisis Pengaruh Strategi Promosi, Loyalitas dan Kepuasan Hidup Penggemar terhadap Niat Pembelian Kembali Album NCT Dream. Reviu Akuntansi, Manajemen, Dan Bisnis, 4(1), 33–43. https://doi.org/10.35912/rambis.v4i2.4212
  9. Hastiyana, H. (2023). TikTok Shop, Aplikasi Media Sosial yang Bikin Bisnis Makin Cuan.
  10. Ilhamah, I., Pudyaningsih, R., & Akramiah, N. (2023). Promosi Penjualan Dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Produk Fashion. Jurnal EMA, 8(1), 95–104. http://dx.doi.org/10.51213/ema.v8i1.337
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  18. Pelet, J.-E., Lecat, B., Khan, J., Rundle-Thiele, S., Lee, L. W., Ellis, D., Wolf, M. M., Kavoura, A., Katsoni, V., & Wegmann, A. L. (2018). Winery Website Loyalty: The Role of Sales Promotion and Service Attributes. International Journal of Wine Business Research, 30(2), 138–152. https://doi.org/10.1108/IJWBR-01-2017-0003
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  21. Putri, D., & Moeliono, N. N. K. (2019). Pengaruh Electronic Word Of Mouth dan Sales Promotion Terhadap Keputusan Pembelian Fashion Bigsize (studi Kasus Online Shop Bigissimo. id). EProceedings of Management, 6(3).
  22. Raji, R. A., Rashid, S., & Ishak, S. (2019). The Mediating Effect Of Brand Image On The Relationships Between Social Media Advertising Content, Sales Promotion Content And Behaviuoral Intention. Journal of Research in Interactive Marketing, 13(3), 302–330. https://doi.org/10.1108/JRIM-01-2018-0004
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  24. Rusdi, M. (2019). Strategi Pemasaran untuk Meningkatkan Volume Penjualan pada Perusahaan Genting UD. Berkah Jaya. Jurnal Studi Manajemen Dan Bisnis, 6(2), 83–88. https://doi.org/10.21107/jsmb.v6i2.6686
  25. Sari, R. A., & Purwanto, S. (2022). Kajian Electronic Word Of Mouth (E-WOM) dan Promosi di Media Sosial Terhadap Keputusan Pembelian Lipstik Viva Cosmetics di Kota Blitar. Jurnal E-Bis, 6(2), 543–554. https://doi.org/10.37339/e-bis.v6i2.944
  26. Setiyadi, I. N., Alamsyah, A. R., & Rachmawati, I. K. (2022). Pengaruh Kualitas Produk, Social Media Marketing, E-WOM, Dan Promosi Terhadap Keputusan Pembelian Konsumen Produk Skincare Alzena Di Kabupaten Pati. Maker: Jurnal Manajemen, 8(2), 122–136. https://doi.org/10.37403/mjm.v8i2.470
  27. Sisman, A., & Muskita, S. M. W. (2021). Pengaruh Promosi Melalui Media Sosial dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian (Studi Kasus Pada Online ShopThyy Thyy) DI KOTA SORONG. Jurnal Badati, 3(1), 42–53. https://doi.org/10.38012/jb.v4i1.561
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  30. Syahputra, R. (2019). Strategi Pemasaran Dalam Alquran Tentang Promosi Penjualan. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 6(2), 83–88. https://doi.org/10.36987/ecobi.v6i2.8
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  32. Wibawa, T., & Wijaya, S. (2024). Pengaruh Promosi, Harga, Dan Kepuasan Terhadap Loyalitas Pelanggan E-Commerce Shopee. Reviu Akuntansi, Manajemen, Dan Bisnis, 4(1), 95–105. https://doi.org/10.35912/rambis.v4i1.3109
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  35. Wintang, F. P., & Pasharibu, Y. (2021). Electronic Word of Mouth, Promosi Melalui Media Instagram dan Kualitas Produk Terhadap Keputusan Pembelian. Jurnal Penelitian Dan Pengembangan Sains Dan Humaniora, 5(1), 115–124. https://doi.org/10.23887/jppsh.v5i1.33320