THE EFFECT OF E-WOM, PRICE AND SERVICE QUALITY ON PURCHASING DECISIONS MEDIATED BY MARKETING STRATEGY (THRIFT SHOP EMPIRICAL STUDY ON TIKTOK SOCIAL MEDIA)

: This study aims to determine the effect of EWOM, Price, and Service Quality on purchasing decisions mediated by marketing strategy (thrift shop empirical study on Tik Tok Social Media). The research data was obtained from distributing questionnaires via the Google form by providing twenty questions. Samples were taken using a purposive sampling technique with a total of 220 respondents. This research was distributed in the Banten area, namely Tangerang Regency, Tangerang City and South Tangerang by looking at the high level of internet usage. This study uses quantitative analysis techniques and is processed using AMOS. The purpose of this study is to see how EWOM, price and service quality can influence purchasing decisions. The results of this study indicate that EWOM and service quality have a positive and significant influence on purchasing decisions. However, Price do not have a positive and significant influence on purchasing decisions.

By Marketing Strategy (Thrift Shop Empirical Study On Tiktok Social Media)

INTRODUCTION
Dissemination of information at this time is easy for any party to do.
Because of the influence of social media that is easily applied so, anyone and whenever someone will easily get information.The Internet is so helpful in spreading information easily, even someone in any region can receive the same information.Internet help gives everyone equal access and the same information.
According to Goldsmith as quoted by (Ningsih, AP, &;Sopiah, 2019) interpreting E-WOM is communication carried out informally addressed to customers through internet technology and related to the specific characteristics of goods and services offered by sellers.
As a result of the use of the internet, the dissemination of information is easy to do.And with this E-WOM, other people or social media users easily see someone's view of something on social media.The information communicated by E-WOM consists of personal experiences stated, evaluations, discussions, and recommendations from users, as it relates to information about products, services, company brands, and so on.
In today's advanced era, everyone has certainly used the internet as a means of communicating and exchanging information.In fact, at the beginning of 2023 internet users around the world will reach 5.16 billion or around 64.4% of the total global population (Annur, 2023).This indicates that the majority of the population around the world is already connected to the internet which has a broad and significant influence on the development of the modern world.
When compared, in Indonesia the use of the internet is quite relatively dominant.This is because in Indonesia, social media is part of the lives of users.
At the beginning of 2023, there are 212.9 million internet users or 77% of the total population in Indonesia (Septiani, 2023).
Thus, the data shows that Indonesia has been assessed to have used the internet as a means of finding information and exchanging information with others.
The development of the internet, makes the development of social media increasing every year.As quoted in We Are Social and Hootsuite, social media users in the world reached 4.76 billion of the world's total population or around 59.4% (Annur, 2023).With this number, it can be indicated that half of the world's population is connected and uses social media as a place to get information both in the form of pictures and writing.Then, from the data above, it also includes information that the number of social media users in Indonesia is 60.4% of the total population.
With such a large population level, the Indonesian people already know and use social media as a place to get information.Social media that is often used or liked by people in Indonesia is Tik Tok (Kompas.com, 2023).Tik Tok is now a media that is often used to receive information from anyone and is a Yeremia Marcellino 1 Ratlan Pardede 2 | 826 medium that provides information through video and text, so young is accepted by the general public.By presenting visuals, audio and text that make it easier for all circles of society, this application is always on everyone's smart phone.
This application not only makes information alone, but becomes the right place to make buying and selling transactions similar to e-commerce.This is obtained through live features that can provide facilities for everyone to sell and promote their goods to a large audience.By using the features that have been provided by the Tik Tok application, everyone can sell the products they want to sell.According to Balkhi as quoted in (Meliawati, Gerald, &; Aruman, 2023) stated that Tik Tok is an application that is widely used as a marketing tool because it provides unique and interesting effects; this is because Tik Tok has the right targeting to reach users.
The target market of sellers is active Tik Tok users.The sellers then determine the price for the product sold so that buyers only see and listen to additional information about the product presented by the seller.Price itself is the main basis for someone to make a purchase of a product.Price is formed as a very complex marketing cue and in some situations respondents discuss the feeling felt if they do not make a purchase (Sundström, Hjelm-Lidholm, &;Radon, 2019).In other words, that the price is formed as legal tender for buyers and makes them feel at a loss if they do not make a purchase at that time.Price has psychological power that affects a person's decision to make a purchase.Price is basically defined as the specification of what the seller wants in return for granting ownership or use rights to a product (Steinhardt, 2019).Determination of the selling price of an item becomes an exchange between the product sold and the material received by the seller in the form of money.Therefore, the seller sets a price on a product so that both parties accept each other.
Someone will voluntarily spend some money to pay for a product not just seen from the price set by the seller.This can also be seen from how the quality of service from sellers, especially on social media platforms.The quality of service determines for buyers to think whether they will make a purchase against the product being sold or not.

Sobel Test
According to (Ghozali, 2017)  Based on Table 1, each indicator is considered valid for this study because its value is greater than 0.5.

Data Reliability Test
According to Sugiyono (2019), the

Goodness Of Fit (GOF) Test
According to Ghozali ( 2017 3.There is also an estimated coefficient value of 0.00.This proves that the tenth hypothesis is accepted.

Discussion
The Influence of EWOM on Purchasing

Decisions
The this can be interpreted that many people will listen first to the description of the product offered and then they will feel interested in the product so that they will ultimately make a decision to buy the product.

Marketing Strategy
The ; Situmeang, 2021) states that price variables and marketing strategies both have an influence on purchasing decisions.(Ilmiyah &; Krishernawan, 2020) stated that price prices have a significant and positive influence on marketing strategies.Then, research conducted by (Febrian1 &; Hapsari, 2019) states that purchasing decisions are influenced by marketing strategies.Based on Pranoto, Haryono, &; Assa, 2022) also stated that service quality influences purchasing decisions.
, in the AMOS program there is no mediation hypothesis testing so the Sobel test should be used to find out what are the indirect influences in a study.The sobel test formula that can be used to test the mediation hypothesis is: of the calculation results must be ≥ 1.967 with a significance of 5% cut off value in this study.If the CR value ≥ 1.967, it can be concluded that there is a mediation effect (Ghozali, of data on a theoretical construct (Junaidi, 2018).According to Hair et al. (2020), the value of the loading factor declared valid is at least greater than 0.5 and better than 0.7.
reliability test results aim to measure the consistency and stability of data and findings.This study used a reliability test for each variable using Cronbach's Alpha (CA) measurements (Hair et al., 2020).By Marketing Strategy (Thrift Shop Empirical Study On Tiktok Social Media) Cronbach's Alpha (CA) is a measure of confidence with values between 0 and 1 and intermediate values with values of 0.60 to 0.70 are considered the lower limit of acceptability (Hair et al., 2020).
), the Goodness of Fit testing phase is a stage that must be carried out before estimating the feasibility of a structural model by evaluating sufficient data for structural equation model estimates.presence or absence of outliers in the data and data distribution.The following Figure 1 is the result of model measurement before the removal of the indicator.

Figure 1 .
Figure 1.Model measurement results before indicator removal Source: Data processed by researchers (2022)

Figure 2 .
Figure 2. Model measurement results after indicator removalSource: Data has been processed by researchers (2023)

Research Hypothesis The influence of EWOM on purchasing decisions
used by the community.On Tik Tok social media, many sellers trade the items they buy cheaply and sell the goods back and get a profit greater than the initial costs they spent to buy the item.Thrift Shop which is now known as a place for many people to buy goods that have international brands can be purchased at very affordable prices.Thus reducing the costs that must be incurred when buying the actual product.Even products that are second or still suitable for use are also sold, by providing affordable prices as a stimulus for buyers.

Table 1 . Data Validity Test Source
: Data has been processed by researchers(2023)

Table 2 . Data Reliability Test
Based on the results in Table2,

Table 3 . Goodness Of Fit Test Results Index Cut off Value Result Model Evaluation
From these values, it can be stated that there are 3 good fit values, 3 marginal fit values and 2 not fit values so that the form of research can proceed to the next method.(criticalratio), and P-values taken based on standardized regression weights.

Table 4 . Standardized Regression Weights
Source: Data has been processed by researchers (2023)Based on Table4, it can be stated that there are 6 hypotheses accepted by fulfilling the conditions of CR ≥ 1.96; pvalue ≤ 0.05 and 4 hypotheses rejected.

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