Quantitative analysis shows turbo marketing and electronic word of mouth positively influence purchase decisions on Tiktok, suggesting effective strategies for retailers.
This study aims to analyze the influence of viral marketing, turbo marketing, and electronic word of mouth on purchase decisions on Tiktok Shop. By using a quantitative approach and the student population of the University of Muhammadiyah Purwokerto. The purposive sampling method with a sample of 125 respondents. Data analysis was carried out using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) technique to analyze the relationship between variables. The results of the study show that the viral marketing variable has no effect on the purchase decision at the Tiktok Shop. The turbo marketing variable has a significant positive effect on purchase decisions on Tiktok Shop. The electronic word of mouth variable has a positive and significant effect on purchase decisions on Tiktok Shop.
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Sangbani et al. (2025) studied this question.
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