Pengaruh Harga, Promosi, Ulasan Produk, Dan Metode Pembayaran Terhadap Keputusan Pembelian Pada Marketplace TikTok Shop

Authors

  • Desita Pramudianti Eka Putri Universitas Islam Negeri Raden Mas Said Surakarta, Indonesia
  • Dewi Ayu Rismawati Universitas Islam Negeri Raden Mas Said Surakarta, Indonesia
  • Mukti Sri Lestari Universitas Islam Negeri Raden Mas Said Surakarta, Indonesia
  • Ninda Pravitasari Universitas Islam Negeri Raden Mas Said Surakarta, Indonesia
  • Peni Saputri Universitas Islam Negeri Raden Mas Said Surakarta, Indonesia
  • Roi Wahyudi Universitas Islam Negeri Raden Mas Said Surakarta, Indonesia
  • Yeni Rahmawati Universitas Islam Negeri Raden Mas Said Surakarta, Indonesia

DOI:

https://doi.org/10.22515/academica.v7i1.7400

Keywords:

Buying Decision, Payment Method, Price, Product Reviews, Promotions

Abstract

This research aimed to test the effect of prices; promotion; product reviews; and payment methods; on purchasing decisions on the TikTok Shop marketplace in Soloraya. This type of research is quantitative research. The sample used in this study was 100 respondents obtained using purposive sampling method. Data collection was taken by distributing questionnaires online via the Google form. Methods of data analysis, namely using the validity test; reliability test; classic assumption test; multiple linear regression analysis; t test; and F test. Data processing in this study uses the SPSS 23 application. The test results report that price (X1) has no effect on purchasing decisions; while Promotion (X2) has a significant positive effect on purchasing decisions; Product Reviews (X3) have a significant positive effect on purchasing decisions; and Payment Method (X4) has a positive and significant effect on Purchase Decisions at the TikTok Shop Marketplace in Soloraya. The implication of this research is that promotions, product reviews, and payment methods are factors that greatly influence consumer purchasing decisions on the TikTok Shop marketplace.

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Published

2023-09-12

Issue

Vol. 7 No. 1 (2023): January - June 2023

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