THE EFFECT OF INFLUENCER ENDORSEMENT, PRICE DISCOUNTS, AND PRODUCT QUALITY ON PURCHASING DECISIONS IN THE TIKTOK SHOP APPLICATION
DOI:
https://doi.org/10.36312/gama.v2i1.7Keywords:
Influencer Endorsement, Price Discounts, Product Quality, Purchasing DecisionsAbstract
This study aims to determine the effect of Influencer Endorsement, Price Discounts, Product Quality on Purchasing Decisions on the Tiktok Shop Application in the West Jakarta area. The independent variables consist of Influencer Endorsement, Price Discounts, Product Quality, while the dependent variable consists of Purchasing Decisions. The population in this study were those who used the Tiktok Shop application around the West Jakarta area. The sample in this study amounted to 160 respondents using non-probability sampling based on purposive sampling. Data collection was carried out by distributing questionnaires using the 5 Point Likert Scale. The data analysis technique used multiple linear regression analysis. The results of this study prove that Influencer Endorsement has an influence on Purchasing Decisions, Price Discounts have an influence on Purchasing Decisions, Product Quality has an influence on Purchasing Decisions, Then Influencer Endorsement, Price Discounts, Product Quality, together have a positive and significant effect on Purchasing Decisions using the Tiktok Shop application around the West Jakarta area. The practical implications of this study suggest that business actors utilizing the TikTok Shop platform should consider an integrated marketing strategy, particularly through the selection of influencers relevant to the target market, the implementation of targeted and periodic discount programs, and improving product quality in accordance with consumer expectations. The combination of these three factors has been shown to encourage consumers to make purchasing decisions more quickly and confidently.
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