SKRIPSI: Pengaruh Citra Merek, Promosi dan Diskon terhadap Keputusan Pembelian pada Platform E–Commerce Tiktok Shop

Retno, Ariyani (2023) SKRIPSI: Pengaruh Citra Merek, Promosi dan Diskon terhadap Keputusan Pembelian pada Platform E–Commerce Tiktok Shop. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

The thesis entitled "The Influence of Brand Image, Promotions and Discounts on Purchasing Decisions at E-Commerce TikTok Shop" is a study that has the aim of knowing and analyzing the effect of Brand Image, Promotions and Discounts on Purchasing Decisions on Purchasing Decisions. This research uses a qualitative approach to research. The data source used in this research is primary data obtained by distributing questionnaires to 100 respondents. Sampling in this study using a non-probability sampling model. The sample in this study is the TikTok application users who have shopped through the TikTok Shop feature, totaling 100 respondents. Data analysis technique was performed using multiple linear regression analysis. The tests used in this study were validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, t test, coefficient of determination test and multiple linear regression analysis. Data processing using SPSS software. Based on the results of the study, it was found that brand image had a positive and significant effect on purchasing decisions, promotions did not have a significant effect on purchasing decisions, discounts had a positive and significant effect on purchasing decisions based on the results of the t test.

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