Pengaruh Daya Tarik Iklan dan Harga Produk terhadap Keputusan Pembelian Produk Fashion pada Fitur Tiktok Shop di Aplikasi Tiktok (Studi Kasus pada Mahasiswa di Kota Medan)

Abstract

The attractiveness of advertising and product prices are one of the things to consider if someone wants to decide to buy a product. The seller must package the advertisement to be marketed into something interesting so that consumers are interested in deciding to buy the product being offered. In addition, the seller must be able to make a relatively affordable price and with good quality so that it can compete with other products. This study aims to examine the effect of advertising attractiveness on purchasing decisions for students using the TikTok Shop feature on the Tiktok application, analyzing the effect of product prices on purchasing decisions for students using the TikTok Shop feature on the Tiktok application, and analyzing the effect of advertising attractiveness and product prices simultaneously on purchasing decisions. for students using the TikTok Shop feature on the Tiktok application in the city of Medan The research method used in this research is quantitative. The population in this study were all students using the TikTok Shop feature on the Tiktik application in the city of Medan. The sample of this study was selected using a non-probability sampling technique with a total sample of 100 respondents. The data collection technique in this study used primary data obtained from the distribution of google form questionnaires, for secondary data obtained from books and articles as well as previous research related to this research. The data analysis method used is validity test, reliability test, classical assumption test, multiple linear analysis, partial test, simultaneous test and determination test. The results of this study indicate that the attractiveness of advertising (X1) and product price (X2) have a significant effect on purchasing decisions. The attractiveness of advertising and product prices also have a significant simultaneous effect on purchasing decisions (Y). The value of the coefficient of determination in this study shows that the attractiveness of advertising and product prices can explain the purchase decision variable of 64.4%.