The Effect of Electronic Word of Mouth (E-WOM) and Online Customer Reviews on Purchase Decisions for Azarine Products on TikTok Shop

The increasing use of TikTok Shop as a social commerce platform has transformed how consumers access product information and make purchasing decisions, particularly in the beauty and skincare industry. However, research specifically examining the role of electronic word of mouth and online customer reviews in purchase decisions for Azarine products on TikTok Shop remains limited. This study aims to analyze the effects of electronic word of mouth and online customer reviews on purchase decisions