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October 15, 2025International Journal of Business and Applied Economics

The Influence of Viral Marketing, Turbo Marketing, and Electronic Word of Mouth (E-WOM) on Purcfhase Decisions on Tiktok Shop

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Authors

SSSyeh SangbaniMuhammadiyah University PurwokertoTRTri RahayuUniversity of IndonesiaERErny RachmawatiMuhammadiyah University Purwokerto

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Implication

Quantitative analysis shows turbo marketing and electronic word of mouth positively influence purchase decisions on Tiktok, suggesting effective strategies for retailers.

Key Points

  • Turbo marketing significantly boosts purchase decisions on Tiktok Shop, indicating its effectiveness as a promotional strategy.
  • Electronic word of mouth positively correlates with purchase decisions, showing the importance of consumer reviews on Tiktok.
  • Viral marketing does not influence purchase decisions on Tiktok Shop, highlighting the need for innovative marketing approaches.
  • Analysis conducted using SEM-PLS technique on responses from 125 students at the University of Muhammadiyah Purwokerto.

Cite This Study

Sangbani et al. (2025) studied this question.

synapsesocial.com/papers/68f01110f081da0584b567e3https://doi.org/10.55927/ijbae.v4i5.267
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The Effect of Digital Marketing Activities on Purchase Decisions Through Electronic Word of Mouth (e-WOM) on Tiktok Platform2024
  2. 2The Influence of Ewom, Digital Marketing, Customer Satisfaction and Brand Image on Tiktok Shop Customer Loyalty Student Study in Purwokerto2025
  3. 3The Influence of Instagram and TikTok on E-commerce Purchase Decisions: Consumer Behavior Analysis using SEM-PLS2025 · 1 citations
  4. 4Determination of Trust and Online Sales Promotion on Impulsive Buying in TikTok Shop: An Empirical Study on Gen Z in Purwokerto2025
  5. 5THE INFLUENCE OF AFFILIATE MARKETING AND PROMOTIONS ON THE PRODUCT PURCHASE DECISION ON TIKTOK SOCIAL COMMERCE2025