<![CDATA[This study aims to analyze the influence of digital promotion through TikTok and price perception on the purchasing decisions of Roti O consumers, with a focus on consumers in Sukabumi. The independent variables in this study are digital promotion and price perception, while the dependent variable is purchasing decision. In today's digital era, social media, particularly TikTok, has become one of the most effective promotional channels for businesses. The sampling technique employed in this study was non-probability sampling using a purposive sampling approach. A total of 100 respondents, consisting of Roti O consumers in Sukabumi, were selected as the research sample. This study applied a quantitative research method and utilized primary data as the main source of information. Data were collected through questionnaires based on a Likert scale and analyzed using SPSS version 25. The data analysis techniques included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, hypothesis testing through t-tests and F-tests, and coefficient of determination (R²) analysis. Regression analysis was conducted to identify the effects of digital promotion and price perception on purchasing decisions.]]>
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