KEKUATAN KONTEN DAN ULASAN DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK MYKONOS KOTA SEMARANG

The rapid growth of TikTok as a social media platform has influenced consumer behavior in seeking information and making purchase decisions. This study aims to analyze the effects of User Generated Content (UGC), Electronic Word of Mouth (E-WOM), reviews, and product quality on the purchase decisions of Mykonos perfume consumers in Semarang City. This research employed a quantitative approach using a survey method involving 115 respondents who met the research criteria. Data were analyzed using Partial Least Squares (PLS) with SmartPLS 4 software. The results indicate that E-WOM, product quality, and UGC have a positive and significant effect on purchase decisions, while reviews do not have a significant effect. E-WOM was found to be the most dominant factor influencing consumer purchase decisions. The R-Square value of 0.942 indicates that the research model has a very strong ability to explain purchase decisions. These findings suggest that purchase decisions for Mykonos perfume on TikTok are influenced more by user interactions, user-generated content, and product quality than by product reviews