| dc.description.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. | en_US |
