PENGARUH INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN SKINCARE DENGAN E-WOM SEBAGAI VARIABEL MODERATOR DI TIKTOK LIVE (STUDI KASUS MAHASISWA PRODI BISNIS DIGITAL UNIVERSITAS NEGERI MEDAN)

This study aims to analyze the influence of influencer marketing on skincare purchase decisions with electronic word of mouth (eWOM) as a moderating variable on the TikTok LIVE platform among students in the Digital Business Program at Universitas Negeri Medan. The research employs a quantitative approach, with data collection conducted through questionnaires. The sample consists of 77 respondents selected using purposive sampling. Data analysis is conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method via the SmartPLS 4 software.
The results show that influencer marketing has a positive and significant effect on purchase decisions, with a coefficient value of 0.319, a T-statistic value of 3, and a P-value of 0.003. Additionally, electronic word of mouth is proven to moderate the influence of influencer marketing on purchase decisions, with a coefficient value of 0.432, a T-statistic value of 2.801, and a P-value of 0.005. These findings highlight the importance of electronic word of mouth in enhancing the effectiveness of influencer marketing strategies in driving consumer purchase decisions.