PENGARUH HARGA, PROMOSI DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TIKTOK SHOP (Studi Kasus Mahasiswa Universitas Surakarta)

Abstract

The purpose of this study was to determine the effect of price, promotion, and electronic
word of mouth on the purchasing decisions of Tiktok Shop consumers (Case study of
Surakarta University students), either partially or simultaneously. This research is a
quantitative research. The sampling technique used was purposive sampling, with a
sample of 100 respondents from undergraduate students in February 2023. Primary data
was obtained from questionnaires that had been distributed via the Google form. The
analysis technique used is descriptive analysis, multiple linear regression, F test, t test,
and determination test (R2). Based on the F test and t test, the results obtained were that
the variables of price, promotion, and electronic word of mouth partially or
simultaneously had a positive and significant effect on the purchasing decisions of TikTok
Shop consumers (Case study of Surakarta University students).