<![CDATA[This research aims to determine the influence of discounts and consumer trust on purchasing decisions at the TikTok Shop. The research method used is a quantitative method. The sample in the study was 100 respondents using a purposive sampling technique. The data collection technique uses a questionnaire. The analysis techniques used are instrument testing, classical assumption testing, multiple linear regression testing and hypothesis testing. The results of this research show that discounts have a significant positive effect on purchasing decisions, with a t-count value of 2.626 > 1.984 with a sig value of 0.010 < 0.05 and a regression coefficient value of 0.183. Consumer trust also has a significant positive effect on purchasing decisions, with a t-count value of 11.080 > 1.984 with a sig value of 0.000 <0.05 and a regression coefficient value of 0.617. In simultaneous testing, the discount variables and consumer trust had an influence simultaneously with a level of influence of 70.1%, while the remaining 29.9% was influenced by factors outside this research.]]>
Copyrights © 2023
