Journal of Innovation Research and Knowledge
Vol. 3 No. 10: Maret 2024

DIGITAL MARKETING STRATEGY ANALYSIS OF PRODUCT PURCHASING DECISIONS AT THE TIKTOK SHOP

Kespandiar, Tengku (Unknown)
Mokhamad Arwani (Unknown)
Saida Zainurossalamia ZA (Unknown)
Silvia Ekasari (Unknown)
Donny Dharmawan (Unknown)

Article Info

Publish Date
28 Mar 2024

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.

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Journal Info
Journal of Innovation Research and Knowledge
Website

Abbrev

JIRK

Publisher

bajang Institute

Subject

Humanities Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

Description

Journal of Innovation Research and Knowledge, published by Bajang Institute. Published in two formats, print and online, print version of ISSN: 2798-3471 and the online version of ISSN: 798-3641, both of which are published every month. The scope of the journal studies broadly includes: Culture (a ...