PENGARUH FITUR LIVE STREAMING DAN ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP PREFERENSI KONSUEMEN PADA PRODUK "THE ORIGINOTE" DI PLATFORM TIKTOK (survei pada mahasiswa universitas muhammadiyah malang)

This study aims to analyze the influence of Live Streaming and Electronic Word of Mouth (eWOM) Features on Consumer Preferences for The Originote products on the TikTok platform. The research method used is quantitative with a descriptive correlational approach, involving female students of the University of Muhammadiyah Malang who actively use TikTok, have purchased The Originote products, and are exposed to the Live Streaming and Electronic Word of Mouth (eWOM) Features related to the product. Data were collected through a Likert-based questionnaire and analyzed using simple linear regression. The results of the study indicate that the Live Streaming and Electronic Word of Mouth (eWOM) Features have a significant positive influence, both partially and simultaneously, on Consumer Preferences. These findings contribute to digital marketing strategies, especially in maximizing the use of live streaming and Electronic Word of Mouth (eWOM) as effective promotional tools on the TikTok platform, as well as being a reference for the development of innovative and integrated marketing strategies in the digital era.