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All Journal Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Lastri Novita Aplugi
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Economics, Econometrics & Finance

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Peran Digital Marketing dan Penetaapan Harga Terhadap Keputusan Pembelian Konsumen di Platform E-Commerce Tiktok Shop Lastri Novita Aplugi; Haryo Kusumo; Tantik Sumarlin
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 1 (2026): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i1.9072

Abstract

This study analyzes the influence of digital marketing and pricing on consumer purchasing decisions on the e-commerce platform TikTok Shop in Semarang Regency, Central Java. The quantitative method was chosen, collecting data from questionnaires and analyzing using SmartPLS 4.0. The study findings indicate that the independent variable, digital marketing, pricing, has a positive and significant effect on the dependent variable, purchasing decisions.
Co-Authors Haryo Kusumo Tantik Sumarlin .