Published: 2025-08-01
Pengaruh Harga, Brand Image, dan Electronic Word of Mouth (e-WOM) Terhadap Keputusan Pembelian Produk Skincare Korea: SKIN1004 di Tiktok Shop
DOI: 10.35870/jemsi.v11i4.4556
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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.
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Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 11 No. 4 (2025)
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Section: Articles
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Published: %750 %e, %2025
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/jemsi.v11i4.4556
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Febriani Utami
Program Studi Manajemen, Fakultas Manajemen dan Bisnis, Universitas Indonesia Membangun, Kota Bandung, Jawa Barat, Indonesia.
Dadan Abdul Aziz Mubarok
Program Studi Manajemen, Fakultas Manajemen dan Bisnis, Universitas Indonesia Membangun, Kota Bandung, Jawa Barat, Indonesia.
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