| dc.description.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%. | en_US |
