DIGITAL MARKETING STRATEGY ANALYSIS OF PRODUCT PURCHASING DECISIONS AT THE TIKTOK SHOP
Keywords:
Digital Marketing Strategy, Purchasing Decisions, Electronic Word of MouthAbstract
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.
References
Alimuddin, Mariani, Sandra, Jana, Awom, Sarce Babra, Pandiangan, Saut Maruli Tua, Solehudin, Ahmad, Susanti, Evi, Fitriani, Itsna Rahma, Budiantoro, Risanda Alirastra, & Chasanah, Amalia Nur. (2023). Pengantar Ekonomika. ISBN: 978-623-8382-45-3. Batam: Penerbit Cendikia Mulia Mandiri.
Databoks Katadata. (2023). Pengguna Internet di Indonesia Tembus 213 Juta Orang hingga Awal 2023. https://databoks.katadata.co.id/datapublish/20 23/09/20/pengguna-internet-di-indonesia-tembus-213-juta-orang-hingga-awal-2023. Katadata.co.id.
Kurdhi, Nughthoh Arfawi, Sunarta, Desy Arum, Oktavianty, Nur, Nikmatullah, Jenita, Hatta, Heliza Rahmania, Ali, Helmi, Pandiangan, Saut Maruli Tua, Asrahmaulyana, & Rahman, Abdul. (2023). Statistika Ekonomi. ISBN: 978-623-8157-48-8. Batam: Penerbit Cendikia Mulia Mandiri.
Pandiangan, Saut Maruli Tua. (2023). Effect of Packaging Design and E-Satisfaction on Repurchase Intention with Quality of Service as an Intervening Variable to the Politeknik Unggulan Cipta Mandiri Students Using E-Commerce Applications. Journal of Production, Operations Management and Economics (JPOME), 3(4), 51-58. http://journal.hmjournals.com/index.php/JPOME/article/view/2350.
Pandiangan, Saut Maruli Tua. (2024). Effect of Income and Expenditure on Foreign Visitors at Indonesian Commercial Tourist Attractions. Journal of Social Responsibility, Tourism, and Hospitality (JSRTH), 4(2), 1-7. https://journal.hmjournals.com/index.php/JSRTH/article/view/3611.
Pandiangan, Saut Maruli Tua, Wahdiniawati, Siti Annisa, Pratiwi, Ratih, Budiarto, Balla Wahyu, Arief, Ilham. (2023). Business Strategy Assistance and Training for Micro, Small, and Medium Enterprises. Jurnal Pengabdian Mandiri, 2(10), 2129-2134. https://bajangjournal.com/index.php/JPM/article/view/6671.
Pandiangan, Saut Maruli Tua, Gultom, Josua Alexander, Ariani, Dian, Dharmawan, Donny, & Butar-Butar, Ribka Sari. (2023). Effect of Problem-Based Learning Model on Learning Outcomes in Microeconomic Course. Edumaspul: Jurnal Pendidikan, 7(2), 5572-5575. https://ummaspul.e-journal.id/maspuljr/article/view/7283.
Pandiangan, Saut Maruli Tua, Pattiasina, Victor, Mawadah, Badriatul, Dharmawan, Donny, & Suratminingsih. (2023). Effectiveness of Problem-Based Learning Model on Critical Thinking Ability in Financial Management Course. Edumaspul: Jurnal Pendidikan, 7(2), 5576-5580. https://ummaspul.e-journal.id/maspuljr/article/view/7284.
Pandiangan, Saut Maruli Tua, Tambunan, Hotbona Novandi, Gultom, Josua Alexander, & Hutahaean, Thomas Firdaus. (2024). Analysis of Asset Management Ratio and Solvency Management Ratio. Journal of Corporate Finance Management and Banking System (JCFMBS), 4(2), 25-36. https://journal.hmjournals.com/index.php/JCFMBS/article/view/3622.
Ratnawita, Pandiangan, Saut Maruli Tua, Pratomo, Arief Budi, Saputra, Eka Kurnia, & Nuryanto, Uli Wildan. (2023). Analysis of the Experience of Teachers on Student Achievement in Economics at Private High School. Edumaspul: Jurnal Pendidikan, 7(1), 522-526. https://ummaspul.e-journal.id/maspuljr/article/view/5555.
Setiadi, Nugroho J. (2016). Perilaku Konsumen. Jakarta: Kencana.
Swastha, Basu & Irawan. (2016). Manajemen Pemasaran Modern. Yogyakarta: Liberty Yogyakarta.
Tambunan, Hotbona Novandi, Pandiangan, Saut Maruli Tua, Candra, Siagian, Mei Veronika Sri Endang, & Hendarti, Ricca. (2024). Upaya Peningkatan Perekonomian dengan Memanfaatkan Potensi Ibu Rumah Tangga di Era Digital pada Kelurahan Durian, Kecamatan Medan Timur. E-Amal: Jurnal Pengabdian kepada Masyarakat, 4(1), 1-6. https://stp-mataram.e-journal.id/Amal/article/view/3084.
Yoppy, Irene, Hartono, Ivany Artamevia, Hutahaean, Thomas Firdaus, & Pandiangan, Saut Maruli Tua. (2023). Influence Profitability, Policy Debt, Policy Dividend, Investment Decision, and Firm Size to Company Value Manufacture Sub Sector Food and Drink Registered in the Indonesian Stock Exchange. International Journal of Economics Social and Technology, 2(3), 162-170. https://jurnal.risetilmiah.ac.id/index.php/ijest/article/view/336.
