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All Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Widyana Verawati Siregar
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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THE INFLUENCE OF LIVE STREAMING, CASHBACK, AND FREE SHIPPING ON PURCHASING DECISIONS PURCHASE OF TIKTOK SHOP (A STUDY OF MANAGEMENT STUDENTS AT MALIKUSSALEH UNIVERSITY) Nidea Rinzeni; Adnan; Widyana Verawati Siregar; Rusydi Abubakar
International Journal of Educational Review, Law And Social Sciences (IJERLAS) Vol. 5 No. 6 (2025): November
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijerlas.v5i6.4070

Abstract

This study aims to examine the influence of live streaming, cashback, and free shipping on purchasing decisions on TikTok Shop (a study of management students at Malikussaleh University). Data in this study was collected using a questionnaire as a data collection instrument. The sample size for this study was 102 respondents. This study employed a quantitative approach using multiple linear regression analysis and was processed using the SPSS (Statistical Package for the Social Sciences) software. Hypotheses were determined using SPSS version 25.0. The results of this study indicate that, partially, the Live Streaming variable has a positive and significant effect on purchasing decisions on TikTok Shop, statistically 0.001 < 0.005, and has a t-value > t-table, 2.907 > 1.660. The Cashback variable has a positive and significant effect on purchasing decisions on TikTok Shop, statistically 0.004 < 0.005, with a t-value > t-table, 2.771 > 1.660. Furthermore, the Free Shipping variable has a positive and significant effect on purchasing decisions on TikTok Shop, statistically 0.000 < 0.005, with a t-value > t-table, 9.825 > 1.660. The adjusted R-square value for the independent variables—live streaming, cashback, and free shipping—indicates that 70.1% of the variance is explained by these variables, while the remaining 29.1% is explained by other variables not included in this study.
THE INFLUENCE OF BRAND AWARENESS, BRAND IMAGE AND PERCEIVED QUALITY ON BRAND EQUITY SMARTPHONES (Malikussaleh University Economics and Business Student Study) Radha Chitta Vritti; Rahmaniar; Widyana Verawati Siregar; Muchsin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 4 (2024): MARCH
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i4.416

Abstract

This research aims to analyze the influence of brand awareness, brand image and perceived quality on smartphone brand equity (Study of students at the Faculty of Economics and Business, Malikussaleh University). Data for this research was collected through a survey method using a questionnaire as a data collection instrument. The respondents used in this research were 246 students from the Faculty of Economics and Business, Malikussaleh University. This research uses a quantitative approach with multiple linear regression analysis using SPSS (Statistical Package for the Social Sciences) software. The results of the research show that Brand Awareness partially has a positive and significant effect on smartphone brand equity among students at the Faculty of Economics and Business, Malikussaleh University. Brand image has a positive and significant effect on smartphone brand equity among students at the Faculty of Economics and Business, Malikussaleh University. Perceived quality has a positive and significant effect on smartphone brand equity among students at the Faculty of Economics and Business, Malikussaleh University. Simultaneously brand awareness, brand image and perceived quality have a positive and significant effect on smartphone brand equity among students at the Faculty of Economics and Business, Malikussaleh University.
Co-Authors Adnan MUCHSIN Nidea Rinzeni Radha Chitta Vritti Rahmaniar Rusydi Abubakar