Pengaruh Promosi, Daya Tarik Konten, Dan Online customer review Terhadap Keputusan Pembelian Di Tiktok (Studi Pada Konsumen Ayam Geprek Yana Kabupaten Probolinggo)

Abstract

Abstract

This study aims to examine the effects of promotion, content attractiveness, and online customer reviews on the purchase decisions of Ayam Geprek Yana consumers in Probolinggo Regency. This study employed a quantitative approach using a purposive sampling technique. The sample consisted of 100 respondents who had viewed Ayam Geprek Yana's promotional content on TikTok and had made a purchase. Primary data were collected through questionnaires and analyzed using multiple linear regression with the assistance of IBM SPSS. The results indicate that promotion, content attractiveness, and online customer reviews simultaneously have a significant effect on purchase decisions. Partially, promotion and content attractiveness have a positive and significant effect on purchase decisions, whereas online customer reviews do not have a significant effect. The Adjusted R Square value of 0.522 indicates that the model explains 52.2% of the variance in purchase decisions, while the remaining 47.8% is explained by other factors beyond the scope of this study. These findings suggest that promotion and content attractiveness on TikTok are the primary factors influencing consumers' purchase decisions.

Keywords: Promotion; Content Attractiveness; Online customer review; Purchase Decision; TikTok