Pengaruh Kualitas Pelayanan, Harga dan Promosi Terhadap Keputusan Pembelian Fashion di Tiktok Shop pada Pengguna Aplikasi Tiktok - Andriani, Zihan; Nasution, Satria Mirsya Affandy (Lembaga Riset Ilmiah, Yayasan Mentari Meraki Asa, 2023)
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan, harga dan promosi terhadap keputusan pembelian fashion di tiktok shop pada pengguna aplikasi tiktok di lingkungan Mahasiswa Universitas Muhammadiyah Sumatera Utara. Masalah dalam penelitian ini adalah apakah kualitas pelayanan, harga dan promosi berpengaruh terhadap Keputusan Pembelian fashion di tiktok shop pada pengguna aplikasi tiktok pada seluruh Mahasiswa Universitas Muhammadiyah Sumatera Utara. Populasi penelitian pada seluruh mahasiswa Universitas Muhammadiyah Sumatera Utara yang sudah pernah berbelanja di tiktok shop, sampel penelitian ini sebanyak 100 responden. Teknik pengumpulan data melalui angket (kuesioner) dan analisis data menggunakan analisis regresi linear berganda serta pengolahan data menggunakan software SPSS versi 23.00. Hasil analisis regresi linier berganda menunjukkan bahwa ada pengaruh kualitas pelayanan terhadap keputusan pembelian fashion di tiktok shop, ada pengaruh harga terhadap keputusan pembelian fashion di tiktok shop, tidak ada pengaruh promosi terhadap keputusan pembelian fashion di tiktok shop. Nilai R-Square sebesar 0,308 atau 30,8% menunjukkan kontribusi kualitas pelayanan, harga dan promosi terhadap keputusan keputusan pembelian fashion di tiktok shop dan sisanya 69,2% dipengaruhi oleh variabel lain yang tidak diteliti. Simpulan penelitian: secara parsial kualitas pelayanan berpengaruh signifikan terhadap keputusan pembelian fashion di tiktok shop, promosi tidak berpengaruh signifikan terhadap keputusan keputusan pembelian fashion di tiktok shop, harga berpengaruh signifikan terhadap keputusan keputusan pembelian fashion di tiktok shop. This study aims to determine the effect of service quality, price and promotion on fashion purchasing decisions at the tiktok shop on users of the tiktok application in the student environment, Muhammadiyah University of North Sumatra. The problem in this study is whether the quality of service, price and promotion affect fashion purchasing decisions at the tiktok shop for users of the tiktok application at students, Muhammadiyah University of North Sumatra. The population of this study was all students of the Muhammadiyah University of North Sumatra who had shopped at the tiktok shop, the sample of this study was 100 respondents. Data collection techniques through questionnaires (questionnaires) and data analysis using multiple linear regression analysis and data processing using SPSS version 23.00 software. The results of multiple linear regression analysis show that there is an influence of service quality on fashion purchasing decisions at tiktok shop, there is an influence of price on fashion purchasing decisions at tiktok shop, there is no influence of promotion on fashion purchasing decisions at tiktok shop. The R-Square value of 0.308 or 30.8% shows the contribution of service quality, price and promotion to fashion purchasing decisions at tiktok shop and the remaining 69.2% is influenced by other variables not examined. Research conclusions: partially service quality has a significant effect on fashion purchasing decisions at tiktok shop, promotion has no significant effect on fashion purchasing decisions at tiktok shop, price has a significant effect on fashion purchasing decisions at tiktok shop.