ANALISIS KEPUTUSAN PEMBELIAN DI TIKTOK SHOP MELALUI PROMOSI, CELEBRITY ENDORSMENT, VIRAL MARKETING, DAN ONLINE CUSTOMER RATING

Abstract

The rapid development of information and communication technology, especially the internet in recent years has provided convenience for its users. The phenomenon that occurs, makes many e-commerce appear intending to facilitate online shop sellers, one of which is Tiktok Shop. For this reason, the purpose of this study is to analyze purchasing decisions at TikTok Shop through promotions, celebrity endorsements, viral marketing, and online customer ratings. This research is a descriptive analysis research using a quantitative approach. Sampling using purposive sampling method with a total of 100 respondents. Data collection was carried out using a Likert scale questionnaire. Data analysis techniques using multiple linear regression analysis. Hypothesis testing was carried out using the t-test. The results of the research show that: (1) Promotion has a positive and significant effect on purchasing decisions at TikTok Shop. This can be seen from the results of the T-test where the T-count result is 3.567 and the significance value is 0.001 <0.05 (2) Celebrity endorsement has a positive and significant effect on purchasing decisions at TikTok Shop. This can be seen from the results of the T-test where the T-count result is 3.322 and the significance value is 0.001 <0.05. (3) Viral marketing has a positive and significant effect on purchasing decisions. This can be seen from the results of the T-test where the T-count result is 3.055 and the significance value is 0.003 <0.05. (4) Online customer rating has a positive and significant effect on purchasing decisions. This can be seen from the results of the T-test where the T-count result is 2.694 and the significance value is 0.008 <0.05.