Pedagogic Research - Applied Literacy Journal
Vol. 2 No. 3 (2025): Volume 2 Number 3 May - July 2025

THE INFLUENCE OF MARKETING AND PROMOTION ON PURCHASING DECISIONS THROUGH TIKTOK SOCIAL MEDIA ON NAJWA FRUIT SALAD DESSERT AT LAKARSANTRI SURABAYA

Wardatus Azka Assanada (Unknown)
Is Fadhilah (Unknown)

Article Info

Publish Date
29 Jul 2025

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.

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Journal Info
Pedagogic Research - Applied Literacy Journal
Website

Abbrev

paraplu

Publisher

Suluh Adiluhung Publisher

Subject

Humanities Computer Science & IT Education Health Professions Languange, Linguistic, Communication & Media

Description

Pedagogic Research-Applied Literacy Journal (PARAPLU) is an interdisciplinary journal that publishes original and applied products of research, community service and any literacy in education for audiences of researcher, educator, practitioner, and students throughout the world. Pedagogic ...