The Influence Of The E-WOM, E-Trust, and E-Service on Purchase Decision

Study on TikTokShop Marketplace Users in West Jakarta


  • Agus Sriyanto Universitas Budi luhur, South Jakarta, DKI Jakarta



E-WOM, E-Trust, E-Service, Purchase Decisions


The research aimed to investigate the influence of E-WOM, E-Trust, and E-Service on purchase decisions among active users of the TikTokShop marketplace in West Jakarta. These variables were chosen due to their critical roles in shaping consumer behavior and influencing purchasing decisions in online market contexts. E-WOM (Electronic Word of Mouth) reflects the power of recommendations and reviews from peers and online communities, which are crucial factors in modern consumer decision-making processes. E-Trust (Electronic Trust) is fundamental in establishing and maintaining relationships between consumers and online platforms, influencing user confidence in the platform's reliability, security, and credibility. E-Service (Electronic Service) directly impacts user experience and satisfaction within online marketplaces, as the quality of service provided significantly influences consumer perceptions and purchasing decisions. By examining the dynamics of E-WOM, E-Trust, and E-Service within the TikTokShop market context, the research aims to provide insights that can inform strategies to enhance user engagement, trust, and ultimately drive purchase decisions on the platform.


Agag, G., Ali Durrani, B., Hassan Abdelmoety, Z., Mostafa Daher, M., & Eid, R. (2024). Understanding the link between net promoter score and e-WOM behaviour on social media: The role of national culture. Journal of Business Research, 170.

Al-Adwan, A. S., Al-Debei, M. M., & Dwivedi, Y. K. (2022). E-commerce in high uncertainty avoidance cultures: The driving forces of repurchase and word-of-mouth intentions. Technology in Society, 71.

Dong, X., Zhang, Z., Zhang, Y. J., Ao, X., & Tang, T. (Ya). (2024). Post diversity: A new lens of social media WOM. Journal of Business Research, 170.

Gregory, G. D., Ngo, L. V., & Karavdic, M. (2019). Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures. Industrial Marketing Management, 78, 146–157.

Hana, K. F., & Miranti, A. R. (2021). The Impact of Online Consumer Reviews, E-Service Quality, and Content Marketing on Purchasing Decisions on the Shopee Seller Marketplace, with Islamic Business Ethics as a Moderation Variable. BISNIS: Jurnal Bisnis Dan Manajemen Islam, 9(2), 345.

Jain, E., & Yadav, A. (2017). Marketing and technology: role of technology in modern marketing. IOSR Journal of Business and Management, 19(5), 49–53.

Jeljeli, R., Farhi, F., & Hamdi, M. E. (2022). The mediating role of gender in social media shopping acceptance: from the WOM perspective. Heliyon, 8(10).

Kartika, M., & Ganarsih, R. L. (2019). Analisis e-WOM, online shopping experience dan trust terhadap keputusan pembelian dan kepuasan konsumen e-Commerce Shopee pada mahasiswa pascasarjana Universitas Riau. Jurnal Tepak Manajemen Bisnis, 11(2), 289–307.

Kartono, R. A., & Halilah, I. (2019). Pengaruh E-Trust Terhadap E-Loyalty (Studi Pada Seller Di Bukalapak). Prosiding Industrial Research Workshop and National Seminar, 10(1), 1204–1213.

Konhäusner, P., Thielmann, M., Câmpian, V., & Dabija, D.-C. (2021). Crowdfunding for independent print media: E-commerce, marketing, and business development. Sustainability, 13(19), 11100.

Kumar, S., Prakash, G., Gupta, B., & Cappiello, G. (2023). How e-WOM influences consumers’ purchase intention towards private label brands on e-commerce platforms: Investigation through IAM (Information Adoption Model) and ELM (Elaboration Likelihood Model) Models. Technological Forecasting and Social Change, 187.

Kusnanto, D., Oktaviany, R. A., & Rahma, R. (2020). Pengaruh Trust Dan E-Service Quality Terhadap Keputusan Pembelian Pada Online Shop Shopee Di Fakultas Ekonomi Dan Bisnis Universitas Singaperbangsa Karawang. Jurnal Ecoment Global, 5(1), 40–47.

Mican, D., & Sitar-Taut, D.-A. (2020). Analysis of the factors impacting the online shopping decision-making process. Studia Universitatis Babes-Bolyai Oeconomica, 65(1), 54–66.

Nawres, D., Nedra, B. A., Yousaf, A., & Mishra, A. (2024). The role of augmented reality in shaping purchase intentions and WOM for luxury products. Journal of Business Research, 171.

Nugroho, B. A. (2005). Strategi jitu memilih metode statistik penelitian dengan SPSS. Yogyakarta: Andi.

Pang, H., Qiao, Y., & Zhang, K. (2024). Modeling pathway linking mobile social media intensity to attitude towards electronic word-of-mouth and engagement: The significant role of social trust and perceived homophily. Technological Forecasting and Social Change, 198.

Pasha, E. G., Wulandari, J., & Adistya, D. (2020). Analisis E-Trust, E Wom, dan E-Service Quality Dalam Keputusan Pembelian Online. Jurnal Perspektif Bisnis, 3(2), 63–75.

Petcharat, T., & Leelasantitham, A. (2021). A retentive consumer behavior assessment model of the online purchase decision-making process. Heliyon, 7(10).

Rajapaksha, L. B., & Dk, T. (2019). The Influence of Facebook brand page on consumer purchase intention with reference to fashion retailing industry. Sri Lanka Journal of Marketing, 5(1), 55–101.

Rochman, H. N., & Kusumawati, E. (2023). Analysis of the influence of promotions, influencers, convenience, service quality and prices on the Tiktok application on purchasing decisions on the" Tiktok Shop. Study on Accounting Students of Muhammadiyah University of Surakarta Class Of, 6(04), 9–20.

Rosiyana, R. N., Agustin, M., Iskandar, I. K., & Luckyardi, S. (2021). a New Digital Marketing Area for E-Commerce Business. International Journal of Research and Applied Technology (Injuratech), 1(2), 370–381.

Setiawan, Y., & Hamdi, E. (2022). Factors affecting consumer attitudes and intentions on the intention to buy products through retail brand pages on social media: Office workers in Indonesia. Budapest International Research and Critics Institute (BIRCI-Journal), 5(1), 1543–1558.

Solikah, M., & Kusumaningtyas, D. (2022). Tik Tok shop: Quality system and marketing mix on consumer satisfaction of online shopping. International Conference of Business and Social Sciences, 877–887.

Suva, A. (2021). The Influence of Security and Electronic Word of Mouth (E-Wom) on Consumer Purchase Decision on the Tokopedia Buying and Selling Site with Trust as an Intervening Variable in the City of Padang. Seventh Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2021), 607–613.

Wong, D. (2017). Pengaruh ability, benevolence dan integrity terhadap trust, serta implikasinya terhadap partisipasi pelanggan e-commerce: studi kasus pada pelanggan e-commerce di UBM. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 2(2), 155–168.

Yang, C. Z., & Ha, H. Y. (2023). The evolution of E-WOM intentions: A two time-lag interval approach after service failures. Journal of Hospitality and Tourism Management, 56, 147–154.

Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41.