The role of electronic word of mouth (e-WOM), online customer review, and micro influencer in influenced purchase decision on Tiktok Shop
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Farel Abisha Raya(1*)
Department of Management, Faculty of Economics and Business, University of Stikubank Semarang
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Sri Sudarsi(2)
Department of Management, Faculty of Economics and Business, University of Stikubank Semarang
(*) Corresponding Author
Keywords:
Electronic Word of Mouth (E-WOM), Online Customer Review, Micro Influencer
Abstract
The rapid growth of social commerce, particularly TikTok Shop, has transformed consumer purchasing behavior. Purchase decision are no longer influenced solely by seller-provided information but also by EWOM, Online Customer Reviews, and Micro Influencers. This study examines the influence of these three factors on Purchase Decision among TikTok Shop users. A quantitative survey approach was employed using primary data collected from 100 respondents through purposive sampling. Data were analyzed using multiple linear regression with SPSS, including validity, reliability, classical assumption, coefficient of determination, F-test, and t-test analyses. The findings indicate that EWOM, Online Customer Reviews, and Micro Influencers have positive and significant effects on Purchase Decision, both individually and simultaneously. E-WOM is the most influential variable. The Adjusted R Square value of 0.620 indicates that 62% of the variation in Purchase Decision is explained by the three independent variables, while the remaining 38% is explained by other factors.
Keywords: Electronic Word of Mouth (E-WOM); Online Customer Review; Micro Influencer
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Agency, T. B. (2025). Optimalisasi Micro Influencer dalam Aktivitas Periklanan Optimizing Micro Influencers in Advertising Activities on. 14(3), 603–615.
https://doi.org/10.31289/perspektif.v14i3.14972
Badir, M., & Andjarwati, A. L. (2020). The Effect of E-WOM, Ease of Use and Trust on Purchase Decisions (Study on Tokopedia Application Users). Jurnal Minds: Manajemen Ide Dan Inspirasi, 7(1), 39. https://doi.org/10.24252/minds.v7i1.13715
Dalimunthe, U. R., & Komalasari, E. (n.d.). Pengaruh Online Customer Review Terhadap Keputusan Pembelian Di Shopee ( Survei Pada Toko Bening Kosmetik Pekanbaru ) The Influence of Online Customer Reviews on Purchasing Decisions at Shopee ( Survey at Bening Cosmetic Shop Pekanbaru ). (113).
Denova, A., Rahman, T. A., Ulya, A. J., Pamulang, U., Influencer, M., Konsumen, K., & Pembelian, K. (2025). Issn: 3025-9495. 19(9), 1–6.
Dio, A., & Miftahul, H. (2024). Pengaruh Endorsement Micro-Influencer Instagram Dan Viral Marketing Terhadap Minat Beli Dan Keputusan Pembelian (Studi pada UMKM Makanan di Pasuruan). Economic Reviews Journal, 3(4), 1483–1502. https://doi.org/10.56709/mrj.v3i4.491
Goyette, I., Ricard, L., & Bergeron, J. (2010). e-WOM Scale : Word-of-Mouth Measurement Scale for e-Services Context *. 23, 5–23.
Halim, A., & Tyra, M. J. (2020). Pengaruh Online Consumer Review Dan Influencer Buletin Ekonomi. Buletin Ekonomi, (1), 99–120.
Handaruwati, I., & Dewi, A. M. (2023). Pertimbangan Konsumen Dalam Memilih Kuliner. Jurnal Industri Kreatif Dan Kewirausahaan, 6(2), 138–146.
Hardani, Andriani, H., Ustiawaty, J., Utami, E. F., Istiqomah, R. R., Fardani, R. A., Sukmana, D. J., & Auliya, N. H. (2020). Metode Penelitian Kualitatif & Kuantitatif (H. Abadi, Ed.; First). CV. Pustaka Ilmu Group Yogyakarta.
https://www.researchgate.net/publication/340021548
Hariyanto, H. T., & Trisunarno, L. (2020). Analisis Pengaruh Online Customer Review , Online Customer Rating , dan Star Seller terhadap Kepercayaan Pelanggan Hingga. Jurnal Teknik ITS, 9(2), A234–A239.
Hariyanto, H. T., & Trisunarno, L. (2021). Analisis Pengaruh Online Customer Review, Online Customer Rating, dan Star Seller terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian pada Toko Online di Shopee. Jurnal Teknik ITS, 9(2). https://doi.org/10.12962/j23373539.v9i2.56728
History, A. (2021). The evaluation of facilities and infrastructure standards achievement of vocational high school in the Special Region of Yogyakarta. 25(2), 207–217.
Mehyar, H., Saeed, M., Al-Ja’afreh, H. B. A., & Al-Adaileh, R. (2020). The impact of electronic word of mouth on consumers purchasing intention. Journal of Theoretical and Applied Information Technology, 98(2), 183–193.
Misi, H. L., & Yusri, A. I. (2026). Kredibilitas Content Micro Influencer dan Dampaknya pada Purchase Intention : Peran Digital Engagement UMKM Kuliner. 7(1), 139–146. https://doi.org/10.47065/jbe.v7i1.8444
Ningrum, S. T., & Hayuningtias, K. A. (2026). The Influence of User-Generated Content and Electronic Word of Mouth ( e-WOM ) on TikTok on Gen Z Purchase Intentions toward Ella Skincare. 6, 1526–1541.
Novianti, A., Ekowati, D., Nawarcono, W., Margiutomo, S. A., Tinggi, S., Ekonomi, I., Megarkencana, N., Am, J., & 49-51 Yogyakarta, S. (2023). Seminar Nasional Manajemen, Ekonomi dan Akuntasi Fakultas Ekonomi dan Bisnis UNP Kediri Pengaruh Online Customer Review, Online Customer Rating Dan Cash On Delivery Terhadap Keputusan Pembelian Pada Aplikasi Tiktok Shop. 507–514.
Nurkamiden, S., Wolok, T., Ismail, Y. L., & Asi, lisda l. (2024). Pengaruh Online Customer Review dan Kepercayaan Terhadap Keputusan Pembelian pada Aplikasi Shopee Mahasiswa Jurusan Manajemen Universitas Negeri Gorontalo. Jurnal Ilmiah Manajemen Dan Bisnis, 7(1), 107–117.
Oktaviani, B. R., & Estaswara, H. (2022a). Pengaruh Electornic Word Of Mouth ( eWOM ) di Media Sosial Twitter @ avoskinbeuaty Terhadap Keputusan Pembelian Avoskin Effect of Electronic Word of Mouth ( Ewom ) in Social Media @ avoskinbeauty on Purchase Decisions of Avoskin. 1(1), 10–24.
Palopo, I., & Sari, K. (2023). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada Tik Tok Shop Di Kelurahan Buntu Datu Kota Palopo. 17.
Putra, S., Tuerah, P. R., Mesra, R., Sukwika, T., Sarman, F., Nur, N. A., Nuruzzaman, M., Susmita, N., Nilawati, Sari, M. N., Ladjin, N., Mulyapradana, A., Sinaga, E. K., & Akbar, S. J. (2023). Metode Penelitian Kuantitatif: Teori & Panduan Praktis Analisis Data Kuantitatif (Irmayanti, Ed.; First). PT. Mifandi Mandiri Digital.
Putri, I. A. D., & Fikriyah, K. (2023). 8062-24758-1-Pb. Edunomika, 07(01), 1–12.
Rahayu, A., Utama, D. H., & Novianty, R. (2021). The Impact of Online Customer Reviews on Purchase Intention in Online Marketplace. 187(Gcbme 2020), 471–477.
Rizka, S. D.(2019). Pengaruh Online Costumer Review and Rating, E-Service Quality dan Price Terhadap Minat Beli pada Online Marketplace (Studi Empiris Pada Mahasiswa Universitas Muhammadyah Magelang). Prosiding 2nd Business and Economics Conference In Utilizing of Modern, 684–693.
Rohman, M. M., Bani, M. D., Antonny, G., Aryasatya, B., & Muri, D. (2023). Metode Penelitian Kuantitatif Dan Kualitatif : Teori Dan Praktik Get Press Indonesia. https://www.researchgate.net/publication/377329440
Sandira, N. F. A., Iswardhani, I., Macenning, A. R. A. dg, Sarah, N., & Nasir, S. A. (2025). Keputusan Pembelian Produk Kecantikan di TikTok Shop: Peran Perceived Value, E-WOM, dan Perceived Ease of Use bagi Generasi Z. Dialektika : Jurnal Ekonomi Dan Ilmu Sosial, 10(1), 73–83. https://doi.org/10.36636/dialektika.v10i1.6462
Sari, G. A., & Aquinia, A. (2024). Pengaruh Influencer Marketing dan Online Customer Review terhadap Purchase Intention. 7(2), 1353–1363.
Tonda, F., & Asif Khan, M. (2024). Pengaruh Promosi dan Online Customer Reviews Terhadap Keputusan Pembelian Melalui Minat Beli (Literature Review Manajemen Pemasaran). Jurnal Manajemen Dan Pemasaran Digital, 2(3), 305–318. https://doi.org/10.38035/jmpd.v2i3.213
Varma, A. (2025). The Impact Of Online Customer Reviews On Purchase Decisions. International Journal of Scientific Research in Engineering and Management, 09(06), 1–9. https://doi.org/10.55041/ijsrem50573
Published
2026-07-28
How to Cite
Raya, F., & Sudarsi, S. (2026). The role of electronic word of mouth (e-WOM), online customer review, and micro influencer in influenced purchase decision on Tiktok Shop. Journal of Management : Small and Medium Enterprises (SMEs), 19(2), 1969-1981. https://doi.org/10.35508/jom.v19i2.29729
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Articles
