THE EFFECT OF PROMOTION IN TIKTOK SHOP ON PURCHASE DECISIONS BY STUDENTS IN MEDAN
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Abstract
The primary objective of this study is to describe how Tiktok media influence product purchase decisions by Medan students. This study employs survey techniques in a quantitative manner. A purposive sampling technique was used to select a sample of 100 respondents who had been identified as social media users of Tiktok and who had previously made purchases from the Tiktok shop. The Linkert Scale is used to calculate the data score, and questionnaire links are distributed online through Google Forms for data collection. Based on the results of the t-test and model summary using a simple linear regression model, where consumers are still considering several things before deciding to purchase a product on Tiktok, that's because Tiktok shop competes with other online shopping platforms that also provide promotions in the form of discounts and free shipping programs.
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