Pengaruh Promo Digital Dan E-Wom Terhadap Keputusan Pembelian Tws Oleh Generasi Z

Abstract

The purpose of this study is to ascertain how digital promotions and electronic word-of-mouth (e-WOM) affect Generation Z's decisions to buy True Wireless Stereo (TWS) products at the TikTok Shop. This study collected data using a questionnaire using a quantitative methodology. Multiple linear regression was used to examine the data using IBM SPSS Statistics. The findings demonstrate that decisions to buy TWS products in the TikTok Shop are positively and significantly impacted by digital promotions and e-WOM. Discounts, coupons, and free delivery are examples of digital promotions that might boost a customer's inclination to buy. Additionally, e-WOM reviews and recommendations from other customers boost customer confidence in the product. These two factors have a large simultaneous impact on Generation Z's purchasing decisions.