The effect of Search Engine Optimization, Digital Marketing, and Electronic Word of Mouth on purchasing decisions on the TikTok application from the perspective of Sharia Business Management

Abstract

This study aims to analyze the influence of Search Engine Optimization (SEO), Digital Marketing, and Electronic Word of Mouth (E-WOM) on purchasing decisions on the TikTok application from the perspective of Sharia Business Management (a study on the community in Bandar Lampung City). The research approach used is quantitative, with data collection methods through questionnaires and literature studies. The Data were analyzed using SmartPLS 4 software to test the validity, reliability, and relationships between variables. The results showed that the three independent variables, namely SEO, Digital Marketing, and E-WOM, have a positive and significant effect on purchasing decisions. SEO has the most dominant influence with a t-statistic value of 4,464 and p-value 0,000, followed by Digital Marketing (t-statistic 2,325; p-value 0,020) and E-WOM (t-statistic 1,963; p-value 0,050). The value of the coefficient of determination (R2) of 0.694 indicates that 69.4% of the variation in purchase decisions can be explained by these three variables. From the perspective of Sharia Business Management, these results confirm that the implementation of SEO, Digital Marketing, and E-WOM based on the values of honesty (sidiq), trust (amanah), and openness (tabligh) can increase consumer confidence and encourage ethical purchasing decisions and in accordance with Sharia principles.