Pengaruh Promosi Terhadap Minat Beli Produk Fashion di Aplikasi Tiktok (Studi Kasus pada Mahasiswa Universitas Teuku Umar)
DOI:
https://doi.org/10.62710/gz8vce29Keywords:
Promotion, App Tiktok, Buying InterestAbstract
In the current era of globalization, online shopping is very popular among people, because they indirectly follow increasingly changing lifestyles. Like using TikTok as a medium for online shopping. Tiktok also provides promotions that attract the attention of consumers, including students, who are easily tempted by these offers. This research aims to find out how much influence promotions on the Tiktok application have on UTU students' buying interest in buying fashion products. This research also aims to find out how much influence arises after learning about promotions on the Tiktok application. The method applied in this research is a quantitative approach using analytical techniques. simple regression data using help from the SPSS program. The findings of this research are that the R-Square coefficient of determination is 54.4%. This means that the influence of promotion on interest in buying fashion products is 54.4% and 45.6% is the influence of other variables.
Downloads
References
Alma, B. (2016). Manajemen Pemasaran dan Pemasaran Jasa. C.V. Alfabeta.
Batee, M. M. (2019). Pengaruh Media Sosial Terhadap Keputusan Pembelian Di Toko Kaos Nias Gunungsitoli. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 2(2), 313–324. https://doi.org/10.36778/jesya.v2i2.108
Gozali Imam. (2011). “Aplikasi Analisis Multivariate dengan Program IBM SPSS 19 Edisi 5”. Semarang: Badan Penerbit Universitas Diponegoro, Semarang.
Kotler, P., & Keller, K. L. (2019). Marketing Management (Global). Pearson.
Murtiningsih, T., Mohammad, S., & Retnaningsih, W. (2019, September 25). The Influence of Brand Experience, Brand Trust, and Brand Love Toward Purchase Intention by Word of Mouth and Brand Loyalty as Intervening Variables in Fashion Branded in East Surabaya. Society and Science And Education Archives of Business Research (ABR), VII(9), 106-120.
Wong, A. (2019, Mei 8). Asian Social Science; Vol. 15, No. 6; 2019 ISSN 1911-2017 E-ISSN 1911-2025 Published by Canadian Center of Science and Education 78 A Study of Purchase Intention on Smartphones of Post 90s in Hong Kong. Asian Social Science, XV(6), 1-78.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Zeninta Zeninta, Eva Putri Rahmadhani, Afni Abdul Manan (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
