Influencer Marketing and Purchasing Decisions: The Mediating Role of E-WOM on TikTok

Viola Meiyandri; Lie Heng

doi:10.30812/target.v7i2.5697

Authors

Viola Meiyandri Universitas Widya Dharma, Pontianak, Indonesia
Lie Heng Universitas Widya Dharma, Pontianak, Indonesia

DOI:

https://doi.org/10.30812/target.v7i2.5697

Keywords:

E-WOM, Gen-Z, Influencer Marketing, Purchase Decision, TikTok Shop

Abstract

The increasingly fierce competition in the cosmetics industry, driven by the growing use of TikTok as a platform for information and shopping, has created an urgency to understand how digital marketing influences Gen-Z purchasing decisions in the modern marketing era. Influencer marketing is rapidly growing as a key strategy, but its effectiveness remains inconsistent and depends on the platform and audience context. Therefore, this study aims to analyze the influence of influencer marketing on pur- chasing decisions and to examine the role of electronic word of mouth (E-WOM) as a mediating variable among TikTok Shop users in Pontianak City. The study used a quantitative method, administering a questionnaire to 123 Gen-Z female respondents selected through purposive sampling. Data analysis was conducted using SEM-AMOS and the Sobel Test to examine the mediating effect more comprehensively. The results indicate that influencer marketing significantly influences E-WOM and purchasing decisions. Additionally, E-WOM has been shown to influence purchasing decisions strongly. The Sobel Test con- firms that E-WOM partially mediates the relationship between influencer marketing and purchasing decisions. These findings confirm that although influencers can generate initial interest, positive reviews from other consumers are an important factor in converting that interest into confidence and actual purchasing behavior. This study implies that digital marketing strategies should integrate influencer collaboration with E-WOM reinforcement to increase the effectiveness of promotions on TikTok Shop.

References

Aini, N. Q., & Zagladi, A. N. (2025). TikTok sebagai Media Pemasaran Digital : Efek Influencer Marketing dan E-WOM terhadap Keputusan Pembelian Produk Skincare. Studi Akuntansi, Keuangan, dan Manajemen, 4(2), 265–274. https://doi.org/10.35912/sakman.v4i2.3799

Alfajri, M. R. S., & Nasution, U. C. M. (2025). Pengaruh Electronic Word of Mouth, Influencer Market- ing dan Brand Awareness Terhadap Keputusan Pembelian di Resto Dadar Beredar Surabaya. GEMAH RIPAH: Jurnal Bisnis, 5(02), 198–211. https://doi.org/10.69957/grjb.v5i02.2172

Amalia, D. S. (2025). Pengaruh Influencer Marketing dan Content Marketing terhadap Keputusan Pem- belian pada Pengguna Aplikasi Tiktok: Studi Literatur. Seminar Nasional Pariwisata dan Kewirausahaan (SNPK), 4, 29–35. https://doi.org/10.36441/snpk.vol4.2025.308

Ariesta, D., Indayani, L., & Sukmono, R. A. (2024). The Effectiveness of Influencer Marketing, Content Marketing, and Electronic Word of Mouth (E-WoM) on Purchasing Decisions for Beauty Products on Shoope Live Streaming. International Journal of Economics Development Research (IJEDR), 5(1), 397–412. https://doi.org/10.37385/ijedr.v5i3.4127

Cahyani, R., & Khuzaini, K. (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Melalui Electronic Word of Mouth pada Produk Emina di Kota Surabaya. Jurnal Ilmu dan Riset Manajemen (JIRM), 11(12), 1–17. https://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/ article/view/5086

Darmawan, A. T., & Setiawan, M. B. (2024). Pengaruh Influencer Marketing, Electronic Word of Mouth dan Social Media Marketing terhadap Keputusan Pembelian (Studi Kasus pada Pembelian Pro- duk Erigo di Kota Semarang). Jesya, 7(1), 778–789. https://doi.org/10.36778/jesya.v7i1.1412

Firmansyah, F. R., & Arif, M. E. (2024). The Role of Perceived Risk and Electronic Word of Mouth (E-WOM) on Purchasing Decisions with Trust as a Mediator. Jurnal Kewirausahaan dan Inovasi, 2(1), 164–176. https://doi.org/10.21776/jki.2023.02.1.15

Fitri, N. (2024). Pengaruh Influencer dan E-Wom terhadap Minat Beli Konsumen pada Produk N’pure di Tangerang Selatan dengan Brand Trust Sebagai Variabel Intervening. Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis, 1(1), 305–320. https://doi.org/10. 61132/prosemnasimkb.v1i1.24

Haikal, F., Saragih, L. N., Meyshinta, N., & Nurbaiti, N. (2025). Peran Influencer Marketing dalam Meningkatkan Penjualan Produk di E-Commerce. JURNAL ILMIAH EKONOMI DAN MAN- AJEMEN, 3(1), 275–287. https://doi.org/10.61722/jiem.v3i1.3517

Harahap, A. R., & Fionita, I. (2025). Pengaruh influencer marketing dan electronic word of mouth terhadap keputusan pembelian produk skintific di tiktok shop. Seminar Nasional Darmajaya, 634–639. https://journal.darmajaya.ac.id/index.php/PSND/article/view/739

Hashifah, S. N., & Nasution, A. E. (2024). Pengaruh E-WOM dan Price Terhadap Purchase Decision Melalui Consumer Trust Pada Kopi Kenangan di Cabang Medan Resort City. jesya, 7 (2), 1458– 1474. https://doi.org/10.36778/jesya.v7i2.1660

Ichtiar, N. I. A. Z., Suhud, U., & Kusumaningtyas, D. P. (2025). Pengaruh Influencer Marketing, E-WOM, Brand Image terhadap Purchase Intention dan Purchase Decision Produk Jennskin Deodorant di TikTok Shop. Jurnal Rumpun Manajemen dan Ekonomi, 2 (4), 244–257. https://doi.org/ 10.61722/jrme.v2i4.5661

Ismail, M., Khan, S., & Ahmad, A. (2025). The Interplay of Influencer Marketing and Electronic Word of Mouth to Effect Consumer Purchase Decision. The Critical Review of Social Sciences Studies, 3(1), 118–138. https://doi.org/10.59075/y7w5j969

Istiqomah, R. D., Musnaini, M., & B, S. K. W. (2025). Pengaruh Influencer Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian pada Gen Z Pengguna TikTok di Kota Jambi. MARAS : Jurnal Penelitian Multidisiplin, 3(1), 428–440. https://doi.org/10.60126/maras. v3i1.828

Maulidiyah, I. Z., & Handoko, Z. (2024). Pengaruh Influencer Marketing, Word-of-Mouth Marketing, dan Brand Image Terhadap Loyalitas Pelanggan. Bridging Journal of Islamic Digital Economics and Management, 1(2), 56–63. https://journal.alshobar.or.id/index.php/bridging/article/ view/231

Mudarifah, S. (2020). Analisis Pengaruh Electronic Word Of Mouth Terhadap Minat Beli Produk Kos- metik Maybelline Dengan Brand Trust Sebagai Variabel Mediasi (Studi Kasus Pada Pengguna Aplikasi Online Shop LAZADA.co.id). PRAGMATIS, 1(1), 23. https://doi.org/10.30742/ pragmatis.v1i1.1054

Orlando, F. S. H., & Fajarini, S. D. (2024). Pengaruh Electronic Word of Mouth (E-Wom) dan Influencer Marketing terhadap Perilaku Pembelian Konsumen Berkaitan dengan Produk Menantea (Anal- isis Konten Akun Instagram @menantea Toko). Jurnal MADIA (Jurnal Humas dan Media Kontemporer), 5(1), 110–113. https://doi.org/10.36085/madia.v5i1.7876

Padmawati, N. M., & Suasana, I. G. A. K. G. (2020). Peran Kepercayaan Merek Dalam Memediasi Pen- garuh E-WOM terhadap Keputusan Pembelian Produk Chatime di Bali. E-Jurnal Manajemen, 9(7), 2621–2641. https://doi.org/10.24843/EJMUNUD.2020.v09.i07.p08

Purnomo, N. (2023). Analisis Influencer Marketing, Viral Marketing dan Online Customer Review ter- hadap Keputusan Pembelian. Probisnis (e-Journal), 16(2), 122–134. https://doi.org/10. 35671/probisnis.v16i2.2394

Rahman, S. A., Qolbiyah, Q., & Sileuw, S. (2024). Peran Influencer dalam Proses Electornic Word Of Mouth (E-Wom) dalam Meningkatan Brand Image. Jurnal Inovasi Ekonomi Syariah dan Akuntansi, 1(4), 128–138. https://doi.org/10.61132/jiesa.v1i4.290

Rahmani, M. A., Widodo, A., Silvianita, A., & Rubiyanti, N. (2024). Minat Pembelian Produk Kos- metik Lokal dengan Ulasan Online: Kerangka Konseptual. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 11(2), 1184–1194. https: //doi.org/10.35794/jmbi.v11i1.55624

Riama, C. O. (2021). Peran Influencer dalam Proses Electronic Word of Mouth untuk Meningkatkan Persepsi Merek. Jurnal Manajemen Komunikasi, 5(2), 156. https://doi.org/10.24198/jmk. v5i2.27628

Rosada, H. S., & Anshori, M. I. (2025). Pengaruh Influencer Marketing dan Word of Mouth terhadap Minat Beli Skincare Glad2Glow: Studi Kasus pada Mahasiswa Universitas Trunojoyo Madura. Jurnal Bisnis, Ekonomi Syariah, dan Pajak, 2(2), 315–326. https://doi.org/10.61132/jbep. v2i2.1198

Satria, E. (2023). Keputusan Pembelian yang Ditinjau dari Pengaruh Citra Merek, Persepsi Harga, dan Kualitas Produk: Studi Kasus pada Toko Bangunan Berkah Desa Lempur Danau. Al Dzahab, 4(2), 92–102. https://doi.org/10.32939/dhb.v4i2.2429

Seruni, N. N. A., Suryaniadi, S. M., & Dewi, N. I. K. (2024). Pengaruh Influencer Marketing terhadap Minat Pembelian Produk Kecantikan Brand Azarine pada Generasi Z: Studi Kasus Kabupaten Badung. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 885–900. https: //doi.org/10.31955/mea.v8i3.4534

Uyuun, S. N. (2022). Pengaruh Influencer Marketing dan Brand Awareness terhadap Keputusan Pembe- lian Produk Scarlett Whitening pada Mahasiswa FEB Unesa. Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan, 1(2), 164–174. https://doi.org/10.55606/jempper.v1i2.390

Wibowo, K. A., Luk, C. I., & Dian W, O. A. (2024). Pengaruh Digital Marketing, E-WOM (Electronic Word of Mouth) dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Bentani Hotel & Residence Cirebon. eCo-Fin, 6(3), 608–622. https://doi.org/10.32877/ef.v6i3.1652

Yasinta, K. L., & Romauli Nainggolan. (2023). Pengaruh Influencer Marketing terhadap Keputusan Pembelian Somethinc di Surabaya Dimediasi oleh Brand Image. PERFORMA, 8(6), 687–699. https://doi.org/10.37715/jp.v8i6.3806

Yulindasari, E. R., & Fikriyah, K. (2022). Pengaruh e-WoM (Electronic Word of Mouth) terhadap Keputusan Pembelian Kosmetik Halal di Shopee. Journal of Islamic Economics and Finance Studies, 3(1), 55. https://doi.org/10.47700/jiefes.v3i1.4293