Pengaruh Discount dan Kepercayaan Konsumen terhadap Keputusan Pembelian pada Pengguna Tiktok Shop di Kota Medan

Abstract

With the development of technology, social media companies have begun to develop their business by innovating shopping features that are currently widely used by sellers and buyers. Creating consumer interest in purchasing decisions on the TikTok shop application is critical in maintaining a business. Purchase decisions on applications are determined by pricing and discounts offered on an application, as well as consumer confidence in making transactions. This study analyzes how discounts and consumer trust influence purchasing decisions for TikTok shop users in Medan City. The influence between discount and consumer trust will be analyzed partially and simultaneously on purchasing decisions. The form of research used is quantitative with an associative approach. The population in this study is TikTok shop users in Medan City. With a sample of 100 respondents, the sampling technique is purposive sampling. Primary data was obtained through the direct distribution of questionnaires, and secondary data was obtained through library research. The analytical method used is a validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test and processed through SPSS Software Version 26. The results of this study indicate that the discount has a significantly positive effect on purchasing decisions obtained by a tcount value of 2.626 > 1.984 with a sig value of 0.010 <0.05 and a regression coefficient value of 0.183. Consumer confidence also has a significant positive effect on purchasing decisions obtained by a tcount value of 11.080 > 1.984 with a sig value of 0.000 <0.05 and a regression coefficient value of 0.617. The simultaneous testing of the variable discount and consumer trust influence simultaneously the degree of influence of 70.1%, while factors outside this study influence the remaining 29.9%.