Pengaruh Harga dan Electronic Word of Mouth (E-Wom) terhadap Keputusan Pembelian di Tiktok Shop pada Konsumen Generasi Z Kelurahan Campaka Kota Bandung

Anita Lestari ; Ayi Muhiban
Student Scientific Creativity Journal 📅 2026 Vol 4, No 3 🔗 DOI: 10.55606/sscj-amik.v4i3.6149
Abstract
This study aims to examine the influence of price and electronic word of mouth (e-WOM) on purchase decisions among Generation Z consumers in Campaka Subdistrict, Bandung City, with a specific focus on the TikTok Shop platform. This research employs a quantitative approach using a survey method by distributing questionnaires to Generation Z consumers in Campaka Subdistrict, Bandung City, with a total of 98 respondents to collect the data. The results of the study indicate that both price and electronic word of mouth have a significant positive effect on purchase decisions among Generation Z consumers in Campaka Subdistrict, Bandung City. Price is generally perceived as good, although aspects related to price suitability based on income levels and purchasing power still show some weaknesses. Similarly, e-WOM activity is considered positive; however, there are still relatively weak aspects regarding the diversity of consumer reviews, as not all respondents actively pay attention to the variation of opinions in reviews. The findings also reveal a significant influence of these variables, where the effect of price on purchase decisions reaches 35.4%, while electronic word of mouth contributes 29.5%, and the combined effect of price and electronic word of mouth on purchase decisions is 64.9%. This study concludes that improvements in price perception and e-WOM can enhance purchase decisions.
Keywords
Electronic Word of Mouth; Generation Z; Price; Purchase Decision; TikTok Shop
How to Cite

Anita Lestari & Ayi Muhiban (2026). Pengaruh Harga dan Electronic Word of Mouth (E-Wom) terhadap Keputusan Pembelian di Tiktok Shop pada Konsumen Generasi Z Kelurahan Campaka Kota Bandung. Student Scientific Creativity Journal, 4(3). https://doi.org/10.55606/sscj-amik.v4i3.6149

Anita Lestari; Ayi Muhiban, "Pengaruh Harga dan Electronic Word of Mouth (E-Wom) terhadap Keputusan Pembelian di Tiktok Shop pada Konsumen Generasi Z Kelurahan Campaka Kota Bandung," Student Scientific Creativity Journal, vol. 4, no. 3, 2026.

Anita Lestari; Ayi Muhiban. "Pengaruh Harga dan Electronic Word of Mouth (E-Wom) terhadap Keputusan Pembelian di Tiktok Shop pada Konsumen Generasi Z Kelurahan Campaka Kota Bandung." Student Scientific Creativity Journal, vol. 4, no. 3, 2026.

Anita Lestari; Ayi Muhiban. "Pengaruh Harga dan Electronic Word of Mouth (E-Wom) terhadap Keputusan Pembelian di Tiktok Shop pada Konsumen Generasi Z Kelurahan Campaka Kota Bandung." Student Scientific Creativity Journal 4, no. 3 (2026).

Anita Lestari & Ayi Muhiban (2026) 'Pengaruh Harga dan Electronic Word of Mouth (E-Wom) terhadap Keputusan Pembelian di Tiktok Shop pada Konsumen Generasi Z Kelurahan Campaka Kota Bandung', Student Scientific Creativity Journal, 4(3). doi: 10.55606/sscj-amik.v4i3.6149.

Anita Lestari; Ayi Muhiban. Pengaruh Harga dan Electronic Word of Mouth (E-Wom) terhadap Keputusan Pembelian di Tiktok Shop pada Konsumen Generasi Z Kelurahan Campaka Kota Bandung. Student Scientific Creativity Journal. 2026;4(3).

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