PENGARUH KOMUNIKASI PEMASARAN DALAM STRATEGI MARTKETING, TERHADAP ELEKTRONIK WORD OF MOUTH (E-WOM), KUALITAS PELAYANAN DAN KEPUTUSAN PEMBELIAN DI MEDIA SOSIAL TIKTOK (Studi Kasus Mahasiswa Universitas Nusa Putra Sukabumi ) : Proposal Penelitian

Abstrak

Abstract: This study aims to determine the effect of communication in marketing strategy on electronic word of mouth (E-WOM), service quality and purchasing decisions. In any business value that is run, an entrepreneur must try to be involved in creating a customer satisfaction process, either directly or indirectly. With the satisfaction felt by consumers, it creates a positive response in the form of repeat purchases, and sees other consumers to buy the same product. Manufacturers will get doubled profits, through the dissemination of positive information from consumers to other consumers. This is better known as word of mouth advertising. Tiktok social media is an opportunity in the current era of change, companies must innovate services that have the potential to develop following trends. When other people form a liking for consumer products to comply with the wishes of others, they will be interested in buying. This research uses correlational quantitative research methods. stratified proportional and purposive sampling techniques, the results of this research are several marketing communications in a good marketing strategy and which are useful for marketing products through Tiktok