Pengaruh Video Advertising, Potongan Harga dan Gratis Ongkos Kirim Tiktok Shop terhadap Minat Beli Mahasiswa Universitas Sumatera Utara

Abstract

The development of technological knowledge at this time brings changes in consumer lifestyles. The sophistication of informatics and technology brings various innovations in various fields. Innovation from sophistication makes a big impact in business. From this innovation, a new platform called marketplace was born. In the market, people can carry out buying and selling activities effectively and flexibly in a wide variety of products. To attract targets and build consumer satisfaction, most marketplaces provide attractive things to consumers in transactions. This study aims to analyze the effect of video advertising on purchase intention, analyze the effect of price discounts on purchase intention, and analyze how free shipping affects purchase intention among students using the Tiktok Shop application at the University of North Sumatra. This research uses a quantitative comparative approach. The population in this study were students using the Tiktok Shop application at the University of North Sumatra, with a sample size of 100 respondents, and the sampling technique used a purposive sampling technique. The collection technique used is primary data. The data analysis methods used in this study are validity and reliability tests, classic assumption tests, multiple linear analysis, partial tests, simultaneous tests, and determination tests obtained using the SPSS software application. The results of the research conducted show that the variable Video Advertising (X1) has a positive and significant effect on student buying interest. Price discount variable (X2) has a positive and significant effect on student buying interest. Free Shipping (X3) has a positive and significant effect on student buying interest. Meanwhile the Variables Video Advertising, Discounted Prices and Free Shipping simultaneously (simultaneously) influence buying interest (Y). The coefficient of determination test shows that there is a fairly close relationship between Video Advertising, Discounts and Free Shipping on purchase intention with an R value of 0.686. Through the value of the adjusted R square it is also known that Video Advertising, Discounted Prices and Free Shipping contribute 47% to purchase intention while the remaining 53% is influenced by other variables not discussed in this study.