ABSTRAK.
Pebelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth, online customer review, dan promo gratis ongkir Terhadap Keputusan pembelian konsumen TikTok Shop. Metode yang digunakan dalam penelitian ini adalah analisis deskriftif kuantitatif, dengan teknik pengumpulan data menggunakan teknik non probability sampling. Sebanyak 100 responden konsumen TikTok Shop menjadi sampel penelitian ini. Data dikumpulkan menggunakan kuesioner berbentuk lembaran dokumen dengan skala interval. Data hasil penelitian diolah menggunakan aplikasi SPSS versi 25. Hasil penelitian menunjukan bahwa electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen TikTok Shop. Online customer review juga berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen TikTok Shop, demikian juga dengan promo gratis ongkir yang berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen.
Kata Kunci : Electronic Word Of Mouth, Online Customer Review, Promo Gratis Ongkir, Keputusan Pembelian, Pemasaran.

ABSTRACT
This study animed to determine the influence of electronic word of mouth, online customer review and free shipping promotions on consumer purchasing decisions at TikTok Shop. The method used in this study was quantitative descriptive analysis, using a non probability sampling technique. A total of 100 TikTok Shop consumers were selected the sample. Data were colleted using a questionnaire in the form of document sheets with a interval scale. The research data were processed using SPSS version 25. The results showed that electronic word of mouth had a positive and significant effect on consumer purchase decisions. Online customer review also had a positive and significant effect on consumer purchase decisions, as did free shiping promotions which also had a positive and significant effect on consumer purchase decisions.
Keyword : Electronic Word Of Mouth, Online Customer Review, Free Shipping Promotions, Purchasing Decision, Marketing.