EFEKTIVITAS E-WOM PADA MEDIA TIKTOK DALAM MENINGKATKAN MINAT BELI DAN KEPUTUSAN PEMBELIAN.

Internet users in Indonesia in the last five years have continued to increase quite rapidly. In 2022, there will be a phenomenon where Indonesia will become the country with the second largest number of TikTok users in the world. TikTok is used as a marketing medium. The aim of this research is to find out the effectiveness of Electronic Word of Mouth (E-WOM) on TikTok in increasing Purchase Interest and Purchase Decisions of consumers in Indonesia. The method used in this research is Systematic Literature Review. The results of the study show that Electronic Word of Mouth (E-WOM) is effective in increasing buying interest in TikTok directly and indirectly through Brand Image. E-WOM is not directly effective when consumer trust is low. Electronic Word of Mouth (E-WOM) is effective in improving purchase decisions in TikTok directly and indirectly. [ABSTRACT FROM AUTHOR]