PENGARUH GAYA HIDUP, PROMOSI, HARGA, DAN DISCOUNT TERHADAP KEPUTUSAN PEMBELIAN PADA TIKTOK SHOP (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bung Hatta)

Authors

  • Natasya Safitri Universitas Bung Hatta
  • Irwan Muslim Universitas Bung Hatta

Keywords:

Purchase Decision, Lifestyle, Promotion, Price, Discount, TikTok Shop

Abstract

This research is quantitative research which aims to determine the influence of Lifestyle, Promotion, Price and Discount on Purchasing Decisions at the TikTok Shop. This research uses primary data. This research analysis uses multiple linear regression analysis. In this research, the dependent variable is Purchase Decision, while the independent variables include Lifestyle, Promotion, Price and Discount. The research results show that Lifestyle and Promotion have a positive and significant effect on Student Purchasing Decisions on TikTok. Meanwhile, price and
discount have a positive and insignificant effect on students' purchasing decisions at the TikTok Shop.

References

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Published

2025-06-17

Issue

Vol. 3 No. 1 (2025): June

Section

Articles

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