THE EFFECTS OF DIGITAL MARKETING, ELECTRONIC WORD OF MOUTH, AND BRAND AMBASSADORS ON PURCHASE DECISIONS FOR THE INSTAPERFECT BRAND ON TIKTOK SHOP

Abstract

The increasing use of digital technology has encouraged companies to adopt Digital Marketing, electronic word of mouth (e-WOM), and Brand Ambassador as marketing strategies to shape consumer Purchase Decision. This study aims to examine the effect of Digital Marketing, e WOM, and Brand Ambassador on the Purchase Decision of Instaperfect products on TikTok Shop. The research involved 105 Instaperfect consumers in Samarinda City and employed a quantitative approach. Primary data were obtained through questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of the SmartPLS application. The findings demonstrate that Digital Marketing, e-WOM, and Brand Ambassador each have a positive and significant effect on Purchase Decision. Of the three variables, e-WOM demonstrates the strongest influence, whereas Brand Ambassador has the weakest effect. The R Square value of 0.903 shows that Digital Marketing, e-WOM, and Brand Ambassador collectively account for 90.3% of the variation in Purchase Decision, while the remaining 9.7% is attributable to other factors outside the variables examined in this study. These results suggest that strengthening digital marketing activities, encouraging positive e-WOM, and selecting and utilizing Brand Ambassador effectively may contribute to increasing consumer Purchase Decision. This research is expected to add to the existing literature concerning Digital Marketing, e-WOM, and Brand Ambassador, while also serving as a practical consideration for Instaperfect in developing and improving its marketing strategies through TikTok Shop.