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All Journal Jurnal Informasi dan Teknologi Journal of Innovation Research and Knowledge
Kespandiar, Tengku
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Journal of Innovation Research and Knowledge

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DIGITAL MARKETING STRATEGY ANALYSIS OF PRODUCT PURCHASING DECISIONS AT THE TIKTOK SHOP Kespandiar, Tengku; Mokhamad Arwani; Saida Zainurossalamia ZA; Silvia Ekasari; Donny Dharmawan
Journal of Innovation Research and Knowledge Vol. 3 No. 10: Maret 2024
Publisher : Bajang Institute

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Abstract

The aim of this research is to analyze digital marketing strategy analysis of product purchasing decisions at the TikTok Shop. This type of research is survey research. The population in this research are buyers who have a TikTok account and have shopped at the TikTok Shop. Because the population is so large, the sample taken was limited to 50 respondents. Data analysis in research uses simple linear regression using the partial (t) test. The research results show that electronic word of mouth has a positive and significant effect on product purchasing decisions at the TikTok Shop.
Co-Authors Azlina, Yunidyawati Diawati, Prety Donny Dharmawan Fajri, Muhammad Iqbal Frans Sudirjo Ilyas, Arifai Irwansyah Rezeki, Syailendra Reza Kus Yunanto, Mohammad Mokhamad Arwani Permadi, Indra Purwanti Ramayanti Sinaga, Herty SILVIA EKASARI Violin, Vivid ZA, Saida Zainurossalamia