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All Journal Surakarta Management Journal
Elfani, Rantisa
Fakultas Ekonomi Universitas Surakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH HARGA, PROMOSI DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TIKTOK SHOP (Studi Kasus Mahasiswa Universitas Surakarta) Elfani, Rantisa; Trisnowati, Juni
Surakarta Management Journal VOLUME 6 NO. 1 JUNI 2024
Publisher : Universitas Of Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52429/smj.v6i1.1323

Abstract

The purpose of this study was to determine the effect of price, promotion, and electronic word of mouth on the purchasing decisions of Tiktok Shop consumers (Case study of Surakarta University students), either partially or simultaneously. This research is a quantitative research. The sampling technique used was purposive sampling, with a sample of 100 respondents from undergraduate students in February 2023. Primary data was obtained from questionnaires that had been distributed via the Google form. The analysis technique used is descriptive analysis, multiple linear regression, F test, t test, and determination test (R2). Based on the F test and t test, the results obtained were that the variables of price, promotion, and electronic word of mouth partially or simultaneously had a positive and significant effect on the purchasing decisions of TikTok Shop consumers (Case study of Surakarta University students)
Co-Authors Trisnowati, Juni