Pengaruh Sistem Cash On Delivery, Gratis Ongkir, Dan Trust Terhadap Keputusan Pembelian (Studi Kasus Pada Mahasiswa Aktif Universitas Islam Malang Pengguna Platform Tiktok Shop)

Abstract

Abstract

This study aims to analyze the effect of the Cash on Delivery system, Free Shipping, and Trust on Purchase Decisions on the TikTok Shop platform, both simultaneously and partially. This study employed a quantitative approach. The population consisted of active students at Universitas Islam Malang who had made purchases through TikTok Shop, with a sample of 85 respondents selected using the Non-Probability Sampling technique with the Purposive Sampling method. Data were collected through an online questionnaire distributed via Google Forms and analyzed using multiple linear regression analysis. The results showed that the Cash on Delivery (COD) system, Free Shipping, and Trust simultaneously had a positive and significant effect on Purchase Decisions on the TikTok Shop platform. Partially, the Cash on Delivery (COD) system, Free Shipping, and Trust also had a positive and significant effect on Purchase Decisions. Based on the findings, it can be concluded that the Cash on Delivery (COD) system, Free Shipping, and Trust are factors that contribute to improving Purchase Decisions on the TikTok Shop platform.

Keywords: Cash on Delivery (COD), Free Shipping, Trust, Purchase Decision, TikTok Shop.