It cannot be denied that social media marketing is currently a powerful strategy for achieving the target
market. Many marketers compete to use the best way to achieve success through social commerce. This research
aims to analyze the influence of content marketing and e-WOM on purchasing decisions on TikTok social media. A
cross-sectional online survey with a structured questionnaire was employed in this study. A total of 200 respondents were recruited using the purposive sampling method. The study findings state that the influence of content creation, content sharing, connecting, community building, and e-WOM are factors in determining purchasing decisions.
Content creation, sharing, connecting, and community building were all instrumental in shaping consumers’
purchasing choices. e-WOM, driven by reviews, comments, user-generated videos, and testimonials, had a
substantial direct impact on purchase decisions.