Pengaruh Live Streaming, Potongan Harga, Ulasan Produk dan Gratis Ongkir terhadap Keputusan Pembelian di Tiktok Shop (Studi Kasus pada Mahasiswa UBHI Prodi Pendidikan Ekonomi)

Abstract

This research is motivated by Indonesia experiencing increasingly rapid technological evolution. The internet is increasing rapidly due to the increasing number of enthusiasts, many supporting technologies such as gadgets and the internet itself are easy to learn. Due to this, people started shopping online rather than in person. They do this because of the convenience and prices available that are the same or cheaper as shopping in person. The aim of this research is to determine the influence of live streaming, price discounts, product reviews, free shipping on purchasing decisions at the TikTok Shop. Variables in this research include live streaming, discounts, product reviews and free shipping.

This research is associative research with a quantitative approach. The total population is 452 and the sample is 76 respondents from UBHI economics education study program students. The sample data collection technique uses purposive sampling through a questionnaire distributed using Google Form. The data analysis technique for this research uses multiple linear regression analysis with the help of the SPSS 24 application.

The results of this research show that the variables live streaming, price discounts, product reviews and free shipping simultaneously have a significant influence on purchasing decisions. Partially, there is a significant influence between live streaming on purchasing decisions with the tcount value (2.967), there is a significant influence between price discounts on purchasing decisions with the tcount value (4.845), there is a significant influence between product reviews on purchasing decisions and the tcount value (3.139), There is a significant influence between free shipping on purchasing decisions with the t value (2.099). The results of the coefficient of determination have an influence of 82.4%, while the remaining 17.6% is influenced by other variables outside the research.