The Effect of Information Quality, Celebrity Endorsers, Ewom, Price, and Product Quality on Artha Ldt Purchase Decisions on Tik Tok Shop
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This study aims to analyze the effect of information quality, Celebrity endorsers, electronic word of mouth (e-WOM), price, and product quality on purchasing decisions at Artha LDT on Tik Tok Shop. This research uses a quantitative approach with the SmartPLS analysis tool. The analysis was carried out in two stages, namely the outer consisting of convergent validity, discriminant validity, and composite reliability tests and the inner model consisting of R-square, model fit, path coefficient test, hypothesis testing, and Q-square. The results showed that e-WOM and product quality had a significant partial effect on purchasing decisions. Meanwhile, information quality, Celebrity endorsers, and price did not show a significant effect. These findings provide insight for businesses in determining more effective marketing strategies, emphasizing the importance of product quality and online site management
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