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All Journal Pedagogic Research - Applied Literacy Journal
Wardatus Azka Assanada
Unknown Affiliation
Humanities Computer Science & IT Education Health Professions Languange, Linguistic, Communication & Media

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THE INFLUENCE OF MARKETING AND PROMOTION ON PURCHASING DECISIONS THROUGH TIKTOK SOCIAL MEDIA ON NAJWA FRUIT SALAD DESSERT AT LAKARSANTRI SURABAYA Wardatus Azka Assanada; Is Fadhilah
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 3 (2025): Volume 2 Number 3 May - July 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/27x3b590

Abstract

This study investigates the influence of marketing and promotion through TikTok on purchasing decisions for Najwa Fruit Salad Dessert in Lakarsantri. Using a quantitative approach, data was collected from consumers via questionnaires and analyzed with SPSS version 20. The results show that the Marketing variable (X1) has a positive and significant effect on Purchasing Decisions (Y). However, the Social Media variable (X2) shows a negative and insignificant effect when tested partially. Simultaneously, Marketing and Social Media variables significantly influence purchasing decisions. This highlights the importance of effective marketing strategies to boost consumer buying behavior through TikTok.
Co-Authors Is Fadhilah