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Analisis Pengaruh Diskon Harga, Kualitas Produk, dan Promosi terhadap Pembelian Impulsif di Tiktok Shop: Studi Pengguna Aktif di Kabupaten Buleleng Merry Artianni Saragih; I Wayan Suwendra
Ekuitas: Jurnal Pendidikan Ekonomi Vol. 13 No. 1 (2025)
Publisher : Fakultas Ekonomi Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ekuitas.v13i1.100542

Abstract

This study aims to analyze the influence of price discounts, product quality, and promotions on TikTok Shop with a case study of active users in Buleleng Regency. The growing phenomenon of online shopping, especially through TikTok Shop, has given rise to spontaneous or impulsive buying behavior. This study employs a quantitative approach using a survey method, with data collected through a questionnaire distributed to 100 respondents selected using purposive sampling. The independent variables in this study are price discounts, product quality, and promotions, while the dependent variable is impulsive buying. The collected data were analyzed using multiple linear regression through SPSS version 25. The results of the study indicate that price discounts, product quality, and promotions simultaneously have a significant effect on impulsive buying. Partially, these three variables also prove to have a significant positive effect. Price discounts are the most dominant factor in driving spontaneous purchasing decisions, followed by promotions and product quality. This indicates that consumers are more likely to make unplanned purchases when exposed to attractive, urgent offers, especially on interactive platforms such as TikTok Shop. The conclusion of this study is that marketing strategies that combine price discounts, product quality, and attractive and interactive promotions can increase the tendency for impulsive buying. These findings are expected to serve as a reference for businesses in designing attractive marketing strategies to increase the appeal of impulsive buying.
Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Scarlett Merie Novita; I Wayan Suwendra
Ekuitas: Jurnal Pendidikan Ekonomi Vol. 13 No. 2 (2025)
Publisher : Fakultas Ekonomi Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ekuitas.v13i2.110538

Abstract

This study aims to determine the influence of Product Quality and Price variables on the Purchase Decision of Scarlett products among students of the Economics and Accounting Department at Ganesha University of Education. The population in this study consists of consumers who have purchased Scarlett Whitening products among students of the Economics and Accounting Department. The sample used in this research consisted of 316 students. The sampling technique employed was purposive sampling. Data were collected through the distribution of questionnaires. The analytical techniques used included multiple linear regression analysis and classical assumption tests, which consisted of normality test, multicollinearity test, heteroscedasticity test, linearity test, and hypothesis testing. The results of the study show that: Product Quality partially has a positive and significant effect on Purchase Decision, with a significance value of 0.000 < 0.05. Price partially has a positive and significant effect on Purchase Decision, with a significance value of 0.000 < 0.05. Product Quality and Price simultaneously have a positive and significant effect on Purchase Decision, with a significance value of 0.000 < 0.05.
Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Scarlett Merie Novita; I Wayan Suwendra
Ekuitas: Jurnal Pendidikan Ekonomi Vol. 13 No. 2 (2025)
Publisher : Fakultas Ekonomi Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ekuitas.v13i2.110538

Abstract

This study aims to determine the influence of Product Quality and Price variables on the Purchase Decision of Scarlett products among students of the Economics and Accounting Department at Ganesha University of Education. The population in this study consists of consumers who have purchased Scarlett Whitening products among students of the Economics and Accounting Department. The sample used in this research consisted of 316 students. The sampling technique employed was purposive sampling. Data were collected through the distribution of questionnaires. The analytical techniques used included multiple linear regression analysis and classical assumption tests, which consisted of normality test, multicollinearity test, heteroscedasticity test, linearity test, and hypothesis testing. The results of the study show that: Product Quality partially has a positive and significant effect on Purchase Decision, with a significance value of 0.000 < 0.05. Price partially has a positive and significant effect on Purchase Decision, with a significance value of 0.000 < 0.05. Product Quality and Price simultaneously have a positive and significant effect on Purchase Decision, with a significance value of 0.000 < 0.05.
Co-Authors Agustina, Kadek Wahyu Anak Agung Gede Agung Anak Agung Istri Sri Wiadnyani Anjar Nora Vurry Anjuman Zukhri Artha, I Ketut Agus Astrini, Km. Suli Ati, Ni Putu Deni Rena Azhari, Ayu Bagus Sarjana Bimantara, Ida Bagus Wahyu Br Sembiring, Ika Tindria Cahya, Putu Fenta Pramudya Dewi, Ni Putu Sthira Sattwika Dharmayasa, I Putu Arya Fitri, Hidayatul Fitria, Ursila Fridayana Yudiaatmaja Ganitri, Putu Trisna Gede Menari Yasa Gusti Ayu Desy Indrayani Gusti Ayu Desy Indrayani Haris, Iyus Akhmad Herlin, Luh I Gusti Ayu Anom Pradnyawati I Gusti Putu Bagus Putra Pratama I Kadek Rai Suwena I Kadek Rustiana Putra I Ketut Artaya I Ketut Kirya I KETUT SUARDANA, I KETUT I Ketut Suwarna I Made Adi Mahardika I Nyoman Dedi Arimawan I Nyoman Sujana I Putu Ade Tisarana I Putu Widiana Putra I Wayan Bagia I Wayan Widiana Ida Ayu Gede Parwiti Indrayani, Gusti Ayu Desy Indrayani, Gusti Ayu Desy Irfan, Moch Iyus Akhmad Haris Jevisa, Tommy Kadek Irma widya Darini Kadek Renita Dwi Aryanthi Ketut Anggarawati Kirya, I Ketut Km. Suli Astrini Komang Agus Ardi Ary Wibawa Komang Tari Karismayanti Komang, Tria Wahyuni Korinawati, Ni Wayan Septian Luh Ely Supriantini Luh Herlin Luh Juliantari Dewi Luh Sukma Ningsih Lulup Endah Tripalupi M. Rudi Irwansyah M.Cs S.Kom I Made Agus Wirawan . M.Pd. S.Pd. Luh Indrayani . Made Ary Meitriana Made Ita Widiantari Maharani, Ida Ayu Made Novita Mahfud, Mochammad Mariantika, Ni Putu Meitriana, Made Ary Merie Novita Merry Artianni Saragih Moch Irfan Mochammad Mahfud Musanti, Ni wayan Ida Naswan Suharsono Ni Kadek Yuliandari Ni Luh Ayu Utaminingsih Ni Luh Putu Vivi Aryantini Ni Luh Supraeni Ni Made Suriani Ni Nyoman Yulianthini Ni Putu Cahya Intania Ni Putu Deni Rena Ati Ni Wayan Septian Korinawati Nyoman Sugihartini Parwiti, Ida Ayu Gede Pasek, Putu Pasek Aryana Pradnyawati, I Gusti Ayu Anom Pratama, I Gusti Putu Bagus Putra Pratiwi, Gusti Ayu Made Dwi Putra, I Kadek Rustiana Putri, Kadek Rina Praba Wati Putu Chandra Caka Narayani Putu Eva Dita Arisma Putu Evi Yuliantini Putu Fenta Pramudya Cahya Putu Sulasni Putu Trisna Ganitri PutuIndra yudana Roseyamita, Ni Wayan Yiela Giana Rumanis, Anita Sandy Candra Saputra Saputra Komang Widiana Saputra, Ni Made Diah Anindyari Saputra, Sandy Candra Sarjana, Bagus Suciyawati, Ni Putu Sujana, I Nyoman Sujana, I Wayan Agus Sukarlinawati, Wayan Sulasni, Putu Supraeni, Ni Luh Suwarna, I Ketut Trisna Yanti, Ni Komang Erni Vurry, Anjar Nora Wayan Cipta Wiadnyani, Ni Made Wibawa, Komang Agus Ardi Ary Widiantari, Made Ita Wirawan, Nanda Yakob, Noor Azudin yudana, PutuIndra Yuliandari, Ni Kadek Yupita, Linda