Marbun, Y. and Siregar, O. 2026. The Influence Of Viral Marketing And Electronic Word Of Mouth On Purchase Decisions Of Kula Products On Tiktok Shop (A Study On Generation Z In Medan City). EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis. 14, 2 (Apr. 2026), 1993-2008. DOI:https://doi.org/10.37676/ekombis.v14i2.9627.