Pengaruh Content Marketing, Social Influence, dan Digital Promotion Terhadap Keputusan Pembelian Pada Tiktok Shop (Study Kasus Mahasiswa Universitas Islam Malang)

Abstract

Abstract

The purpose of this study was to determine and analyze the partial and simultaneous influence of Content Marketing, Social Influence, and Digital Promotion on purchasing decisions on TikTok Shop users Case Study on Students of the Islamic University of Malang. The type of population to be studied is unlimited, because the researcher does not know the exact number of consumers who make purchases on TikTok Shop. The sample was taken using the purposive sampling method and totaled 18 x 5 = 90 respondents. The analysis tool used SPSS 25. Content Marketing, Social Influence, and Digital Promotion have a simultaneous effect on purchasing decisions. Content Marketing has an effect on purchasing decisions. Social Influence has no effect on purchasing decisions. Digital Promotion has an effect on purchasing decisions.

Keyword: Content Marketing, Social Influence, Digital Promotion, and Buying Decision