Unraveling the Influence of TV Ads and Word of Mouth on Tokopedia Buying Behavior

Abstract

Innovation in buying and selling continues to evolve in the modern era, with online shopping systems becoming increasingly popular, with technological advancements, shopping has become easier and more convenient.

Purpose - The objectives of this study are to determine the impact of television advertising and word of mouth on purchasing decisions at Tokopedia, as well as to identify which variable has a more dominant influence.

Design/methodology/approach - This research employs a quantitative approach with a population of students from the Faculty of Economics at Universitas Bhayangkara Jakarta Raya. Stratified Random Sampling was used and Slovin's formula determined a sample size of 95. Data analysis was conducted using multiple linear regression with SPSS version 22, including normality tests, hypothesis testing (t-tes and f-test) and a coefficient of determination test.

Findings - This study examined the influence of television advertising and word of mouth on purchasing decision at Tokopedia's online store. The findings show that television advertising significantly affects purchasing decisions among students at Bhayangkara University's Faculty of Economics. Word of mouth also has a strong impact, even more so than television advertising. combined, both factors signifcantly influence purchasing decisions, supporting the alternative hypothesis.

Research limitations/implications - The study's clear boundaries and limitations enhance its relevance and applicability, offering targeted insights without over extending the research scope. this focused approach helps in providing specific and relevant finding for Tokopedia's.

Practical Implications - Tokopedia should create memorable TV ads to improve brand recognition and highlight service quality. Enhancing customer satisfaction will also encourage positive word of mouth. by leveraging both advertising and word of mouth effectively, Tokopedia can strengthen its market position amidst strong competition.

Originality/value - The study addresses how technological advancements and evolving marketing methods, such as online shopping and word of mouth, shape consumer decisions. this reflects a contemporary understanding of marketing strategies in the digital age.