ANALYSIS OF THE INFLUENCE OF SOCIAL MEDIA MARKETING, ONLINE CUSTOMER REVIEW, IMPULSE BUYING, AND PRICE DISCOUNT ON PURCHASING DECISIONS ON TIKTOK SHOP

Dewi Sukma Kencana, Shita Lusi Wardhani

Abstract


This study aims to examine the effect of social media marketing, online customer reviews,
impulse buying, and price discounts on purchasing decisions. The sample selection method used in this
study is purposive sampling with the criteria of people who have shopped through online shopping
malls Tiktok shop. The type of data used in this study is primary data obtained from the distribution
online via google form with a total of 148 respondents. The results of this study indicate that social
media marketing and price discount had a positive and significant effect on purchasing decisions,
meanwhile online customer review and impulse buying had no significant effect on purchasing
decisions.


Keywords


Social Media Marketing; Online Customer Review; Impulse Buying; Purchase Decision

Full Text:

PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.