Pengaruh Harga, Brand Image, dan Electronic Word of Mouth (e-WOM) Terhadap Keputusan Pembelian Produk Skincare Korea: SKIN1004 di Tiktok Shop

Abstract

This study examines the role of price, brand image, and electronic word-of-mouth (e-WOM) on the purchase decision of Korean skincare brand SKIN1004 on TikTok Shop. A survey was employed to gather data using a quantitative research approach, through a survey of users who purchased SKIN1004 on TikTok Shop. The results, analyzed using multiple linear regression, showed that brand image significantly and positively influences consumers’ purchase decisions. The results highlight the significance of offering competitive prices, strong brand perception, and user-generated content on consumer behavior on social commerce platforms such as TikTok Shop.