Hubungan Price Discount, Social Media Marketing dan Electronic Word of Mouth (E-WOM) Terhadap Purchase Decision dan Repurchase Intention (Studi Kasus pada Konsumen Momoyo di Surabaya melalui TikTok)

Laily, Nisfal (2026) Hubungan Price Discount, Social Media Marketing dan Electronic Word of Mouth (E-WOM) Terhadap Purchase Decision dan Repurchase Intention (Studi Kasus pada Konsumen Momoyo di Surabaya melalui TikTok). Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.

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Abstract

Momoyo is an F&B brand that utilizes the TikTok platform as a digital marketing medium to reach consumers. This study aims to analyze the relationship between price discounts, social media marketing, and electronic word of mouth (e-WOM) on purchase decisions and repurchase intentions among Momoyo consumers in Surabaya. This study uses a quantitative approach with AMOS-based Structural Equation Modeling (SEM) analysis on 160 respondents obtained through purposive sampling technique, namely Momoyo consumers in Surabaya who are at least 17 years old and have made a purchase through TikTok Go at least once. The results show that price discounts, social media marketing, and e-WOM have a positive and significant effect on purchase decisions. However, on repurchase intentions, only e-WOM and purchase decisions have a positive and significant effect, while price discounts and social media marketing have no significant effect although they have a positive direction of the relationship. These findings indicate that price discounts, social media marketing, and e-WOM play an important role in forming purchase decisions, while repurchase intentions are more influenced by previous purchase decisions and e-WOM.

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Thesis (Undergraduate)

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