Pengaruh Harga, Kualitas Produk, Dan Iklan Terhadap Pengambilan Keputusan Pembelian Pada Marketplace Tiktok Shop (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Angkatan 2019 Universitas Islam Malang

Abstract

Abstract

 

With the development of technology today, there are many significant changes that have a positive impact on humans. One of the changes in life becomes easier, because everything can be done through social media. Tiktok is one of the fastest growing social media platforms in the world on Tiktok users can create short 15 second videos with music, filters and some other creative features. The purpose of this study was to determine and analyze the effect of price, product quality and advertising on purchasing decision making at the Tiktok Shop Marketplace. This type of research is explanatory research with a quantitative approach method. This study used a purposive sampling technique. The population in this study were students of the 2019 Faculty of Economics and Business, Islamic University of Malang. The number of samples is 90 students, the technique used is purposive sampling technique. The results of this study indicate that price, product quality and advertising simultaneously have a significant effect on purchasing decisions. Partially the price variable has no effect on purchasing decisions. Product quality and advertising variables influence purchasing decisions.

 

Keywords: Price, Product Quality and Advertising