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All Journal JURNAL HUTAN LESTARI JURNAL SAINS PERTANIAN EQUATOR Jurnal Pendidikan Sosiologi dan Humaniora Journal of Community Engagement Research for Sustainability Jurnal Salingka Abdimas E-JRM
Irawan, Ria
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Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Health Professions Nursing Public Health Social Sciences Other

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Pengaruh Social Media Marketing, Event Sponsorship, Dan Flash Sale Terhadap Keputusan Pembelian Di Tiktok Shop. (Studi Kasus Mahasiswa FEB Universitas Islam Malang) Irawan, Ria; Wahono, Budi; Suharto, M. Khoirul Anwarudin Broto
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

Abstract This study aims to analyze the influence of social media marketing, event sponsorship, and flash sales on purchase decisions in TikTok Shop, focusing on students from the Faculty of Economics and Business at Universitas Islam Malang. The research employs a quantitative approach, utilizing questionnaires distributed to respondents for data collection. The findings indicate a positive and significant impact of all three independent variables on purchase decisions. Social media marketing emerged as the most dominant factor influencing purchase decisions, followed by event sponsorship and flash sales. This research is expected to contribute to marketing practitioners in formulating more effective strategies and to enhance academic understanding of consumer behavior in the digital era. Keywords: Social Media Marketing, Event Sponsorship, Flash Sale, Purchase Decisions, TikTok Shop.
Co-Authors Agnestiani, Maesaroh Amalia, Rizky Putri Ananda, Suci Dwi Arifiyanti, Fitria Barani, Siti Masita Devina, Michelle Dyah Kumalasari Fortuna, Rania Jevira Gusti Hardiansyah Haris Firmansyah Hasan Ashari Oramahi Jayanti, Ressy Josua, Perdana M. Arli Rusandi Maulidawati, Maulidawati Rita Hayati Rohmah, Fatma Mustikaning Romiyanto, Romiyanto Sijabat, Azlina Riyanti Sitindaon, Christian Suciawati, Anni Suharto, M. Khoirul Anwarudin Broto Tesalonika, Maya Theo, Adrianus Tindaon, Esra Helena Tusilawati, Eva Yafi, Reyhan Ainun