The Influence of Electronic Word of Mouth, Product Quality and the price on Tiktokshop e-commerce against Impulse Purchase of Cosmetic Products

Abstract

Abstract Impulsive buying is an unplanned and unexpected buying behavior that is carried out spontaneously, quickly and in a hurry based on emotional psychological aspects such as desire, mood and emotion. This study aims to find out and test empirically the effect of Electronic Word Of Mouth, product quality and price on ecommerce Tiktokshop on impulsive purchases in UIN Walisongo Semarang students. The type of research used in this research is quantitative research. The population of this study were Walisongo UIN Semarang students. The data collection method used a questionnaire with a sample of 97 TiktokShop e-commerce users in Walisongo Semarang UIN students class of 2019. Data analysis used in this study used multiple linear analysis with the SPSS program. The results of this study indicate that Electronic Word Of Mouth has a significant negative effect on impulsive purchases with a significance value of 0.004 t-table 1.661, product quality has a significant positive effect on impulsive purchases with a significance of 0.45 t table 1.661, and price has a significant positive effect on impulsive purchases with a significance value of 0.042 t table 1.661 and simultaneously has a positive and significant influence on impulsive purchases on e- commerce Tiktokshop with a significance value of 0.004 F table 2.70.