ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN DI PLATFORM TIKTOK (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS BANDAR LAMPUNG)
DOI:
https://doi.org/10.30606/cano.v14i01.3715Keywords:
Viral Marketing, Diskon Harga, Tagline “Gratis Ongkirâ€, Keputusan PembelianAbstract
Platform digital semakin populer di masyarakat karena kemudahan penggunaannya dan akses gratis yang tersedia untuk penggunanya. Platform yang tengah popular saat ini yaitu TikTok, sebuah aplikasi media sosial yang sangat digemari dan juga memiliki fitur TikTok Shop. Penelitian ini bertujuan mengevaluasi keputusan pembelian di TikTok Shop dipengaruhi viral marketing, diskon harga, dan tagline gratis ongkir baik secara individual maupun bersamaan, Metode kuantitatif diimplementasikan pada penelitian in , dengan populasi sebanyak 513 mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bandar Lampung, dan sampel yang diteliti sebanyak 84 responden, diperoleh melalui rumus Slovin. Kuisioner yang didistribusikan melalui Google Form berfungsi sebagai sumber data utama dalam penelitian ini. Data dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik (uji normalitas, uji multikolinearitas, uji heteroskedastisitas), analisis regresi linear berganda, uji t (parsial), uji f (simultan), dan uji koefisien determinasi. Hasil temuan ini menjelaskan jika Keputusan pembelian di TikTok Shop terpengaruh oleh viral marketing, diskon harga, dan tagline “gratis ongkir†secara simultan.
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