Pengaruh Diskon dan Influencer Marketing terhadap Keputusan Pembelian pada Pengguna TikTok Shop di Jakarta Selatan
DOI:
https://doi.org/10.61132/jubikin.v3i3.1606Keywords:
Discounts, E-Commerce, Influencer Marketing, Purchase Decisions, TikTok ShopAbstract
TikTok Shop is an e-commerce feature integrated into the TikTok app, allowing users to search for, view, and purchase products directly without having to leave the app. This platform combines the shopping experience with entertainment content such as short videos, live streams, and promotions by creators or influencers. This study aims to identify and analyze the influence of discounts and influencer marketing on purchasing decisions among TikTok Shop users in South Jakarta. The data collection method used in this study was primary data analysis via SPSS, with a sample size of 68 respondents. The partial t-test results for Discount (X1) on Purchase Decision (Y) show a significance value of 0.001 < 0.05 thus, Ho1 is rejected and Ha1 is accepted, indicating a significant partial effect of Discount (X1) on Purchase Decision (Y) of 49%. The partial t-test results for Influencer Marketing (X2) on Purchase Decision (Y) show a significance value of 0.011 < 0.05 thus, Ho2 is rejected and Ha2 is accepted, indicating a significant partial effect of Influencer Marketing (X2) on Purchase Decision (Y) of 13%. Finally, the simultaneous F-test results show a significance value of 0.001 < 0.05 thus, Ho3 is rejected and Ha3 is accepted, indicating a significant simultaneous effect of Discount (X1) and Influencer Marketing (X2) on Purchase Decision (Y) of 62%.
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