Pengaruh Kepercayaan Dan E-WOM terhadap Keputusan Pembelian Mahasiswa pada Tiktok Shop

Abstract

The proliferation of social commerce platforms, most notably TikTok Shop, has substantially transformed the purchasing landscape for college students. Nonetheless, empirical studies specifically exploring how consumer trust and E-WOM jointly shape student shopping behavior on TikTok Shop remain limited. This study aims to effect the influence of trust and E-WOM on the purchase decisions of Economic Education students at IKIP PGRI Bojonegoro on TikTok Shop, both partially and simultaneously. A quantitative associative causal approach was adopted, with data collected from 73 respondents selected through proportionate stratified random sampling. “Data were gathered via a structured Likert-scale questionnaire and analyzed using multiple linear regression with the aid of SPSS version 26.0”. The results indicate that trust has a positive and significant effect on purchase decisions (t = 5.860; sig. = 0.000), as does E-WOM (t = 8.017; sig. = 0.000). Simultaneously, both variables significantly influence purchase decisions (F = 91.367; sig. = 0.000), with a coefficient of determination (R²) of 72.3%, implying that 27.7% is attributable to other factors outside this model. E-WOM demonstrated a stronger effect than trust, reflecting the dominant role of online reviews and ratings in shaping student buying behavior in a social commerce environment.

Keywords: Trust, E-WOM, Purchasing Decisions, TikTok Shop