Pengaruh Iklan dan Promosi Penjualan Terhadap Minat Beli Konsumen Pengguna Aplikasi TikTok Shop di Wilayah Jakarta Utara
DOI:
https://doi.org/10.61132/jutrabidi.v3i5.1630Keywords:
Advertising, Multiple Linear Regression, Purchase Intention, Sales Promotion, TikTok ShopAbstract
This study aims to analyze the influence of advertising and sales promotions on consumer purchase intention of TikTok Shop app users in North Jakarta, both partially and simultaneously. This research is motivated by the rapid growth of TikTok Shop as a social commerce platform in Indonesia, which, on the one hand, opens up vast digital marketing opportunities, but on the other hand, presents challenges in the form of advertising saturation and declining consumer trust due to ineffective promotions. This study used a quantitative approach with a descriptive-causal design and a survey method using a questionnaire with one hundred respondents selected using a purposive sampling technique. The results were then analyzed using multiple linear regression with SPSS. The results showed that advertising had a positive and significant effect on purchase intention with a t-value of 9.141 and a significance level of 0.000, while sales promotions also had a positive and significant effect with a t-value of 2.357 and a significance level of 0.013. Simultaneously, advertising and sales promotions significantly influence purchase intention, with a calculated F-value of 69.982 and a coefficient of determination of 59.1 percent. The remaining influence is attributed to variables outside this study.
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