Deciphering the Influential Role of E-Service Quality, E-WOM, and E-Payment in Shaping Customer Purchase Decisions in Tiktok Shop
Journal Title: Journal of Economics, Finance and Management Studies - Year 2024, Vol 7, Issue 01
Abstract
This study aims to enhance our understanding of digital marketing management, particularly the impact of electronic service quality, electronic word-of-mouth, and electronic payment on customers' purchasing decisions within the realm of TikTok shops. Employing a quantitative research approach, the study encompasses a population of customers who have installed TikTok Shop on their smartphones, with a sample size of 160 respondents surveyed. The collected questionnaire data underwent analysis using SPSS, revealing that E-Service Quality, E-WOM, and E-Payment significantly influence customers' buying decisions. The research outcomes offer valuable insights for developing effective strategies to enhance business sales through TikTok Shop.
Authors and Affiliations
Sherin Alianto, Yuanita Ratna Indudewi
Keywords
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- EP ID EP730260
- DOI 10.47191/jefms/v7-i1-71
- Views 48
- Downloads 0
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