Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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This Author published in this journals
All Journal Lead Journal of Economy and Administration
Bilqis Margalia Al Suntikah
Universitas Global Jakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Google Maps as Promotional Media and TikTok Live Streaming on Purchase Decisions at Joyphone Store Bilqis Margalia Al Suntikah; Alfi Maghfuriyah; Nur Fitri Dewi
Lead Journal of Economy and Administration Vol 5 No 1 (2026): Lead Journal of Economy and Administration (LEJEA)
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/lejea.v5i1.459

Abstract

This study aims to analyze the effect of Google Maps as a promotional media and TikTok Live Streaming on consumer purchase decisions at Joyphone Store. This study employed a quantitative approach using a survey method. The sample consisted of 150 respondents selected through purposive sampling, involving consumers who had obtained information about Joyphone Store through Google Maps and/or TikTok Live Streaming. Data were collected using questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 31. The results indicate that Google Maps as a promotional media has a positive and significant effect on purchase decisions, while TikTok Live Streaming has no significant effect. Simultaneously, both variables have a significant effect on purchase decisions, with a coefficient of determination of 39.6%. These findings indicate that Google Maps plays a more effective role in supporting consumer purchase decisions, highlighting the importance of optimizing business information, reviews, ratings, photos, and location as part of Joyphone Store’s digital marketing strategy.
Co-Authors Alfi Maghfuriyah Nur Fitri Dewi