<![CDATA[This study aims to determine the effect of digital promotion on the consumptive behavior of TikTok Shop users in Buleleng District. This research employs a quantitative approach with a causal design. Data were obtained by distributing questionnaires to 100 respondents, selected from the population of Buleleng District using the Slovin formula. The results indicate that digital promotion has a positive and significant effect on the community's consumptive behavior. The coefficient of determination (R2) shows that 87.4% of consumptive behavior is influenced by digital promotion, while the remaining 12.6% is influenced by other factors outside of this study. Based on these findings, it is suggested that the public should be more prudent in responding to digital promotions and improve self-control when shopping. Furthermore, business owners are expected to utilize promotional strategies more responsibly to avoid encouraging excessive consumptive behavior.]]>
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