Influence of Price, eWOM, and Promotion on Purchasing Decisions on the TikTok Shop App (Case Study: Management Students, Class of 2022, KIP-K)

Abstract

The development of information and communication technology has changed the way people live, including communication, education, and commerce. In the contemporary digital era, the internet has become a crucial component of everyday life. The internet accelerates and simplifies various activities, including information searches, financial transactions, and communication, without being constrained by geographical or time constraints. The existence of the internet has significantly driven the growth of the digital economy, which is currently growing rapidly in various sectors. This research is motivated by the phenomenon of the increasing use of TikTok Shop among students as a digital shopping platform, but it is not always followed by consistent purchasing decisions. This study aims to determine the effect of price, electronic word of mouth (e-WOM), and promotion on purchasing decisions of Management Study Program students, Class of 2022, who received KIP-K from Mohammad Husni Thamrin University. The research method used is a quantitative method with a sample of 55 respondents obtained through a questionnaire. Data analysis was carried out using validity and reliability tests, classical assumption tests, multiple linear regression, and hypothesis testing through t-tests, f-tests, and coefficients of determination. The results of the study indicate that the variables of price, eWOM, and promotion each have a positive and significant effect on purchasing decisions. Simultaneously, these three variables also have a significant effect on purchasing decisions with an F-value of 39.939 > F-table 2.78 and a significance level of 0.00 < 0.05. Based on these findings, it is recommended that business actors in TikTok Shop pay attention to competitive pricing strategies, improve the quality of consumer reviews, and maximize creative promotions in order to improve students' purchasing decisions.