Pengaruh Diskon Harga dan Electronic Word of Mounth Terhadap Keputusan Pembelian di Tiktok Shop

Abstract

The aim of this research is to determine and explain the influence of price discounts and electronic
word of mouth on purchasing decisions at the TikTok Shop among Graha Karya University
Management study program students. The analytical method used is a quantitative descriptive
method using multiple linear regression analysis tools. Testing the influence of Price Discount (X1)
and Electronic Word of Mounth (X2) as independent variables and Purchasing Decision (Y) as the
dependent variable, was carried out using the t test, F test and efficiency of determination. The
population in this study was 372 respondents and the sample used was 80 respondents. Based on
the data management analysis that has been tested, this research is declared valid and reliable. The
results of the multiple linear regression equation are Y = 11.986 + 0.491 X_1 + 0.674 X_2. The test
results for the Price Discount variable (X1) show that the value of Tcount (3.969) > Ttable (1.991)
means that the Price Discount variable has a partial influence on purchasing decisions. The test
results for the Electronic Word of Mounth (X2) variable show that the value of Tcount (4.787) >
Ttable (1.991) means that the Electronic Word of Mounth variable has a partial influence on
purchasing decisions. The test results of the price discount and electronic word of mouth variables
simultaneously (together) show that the calculated f is 47.895 and the f table value is 3.12. This
means that it shows that the Fcount > Ftable value means that the price discount variable and the
Electronic word of mounth have a simultaneous influence on purchasing decisions. The results of
the determination test (R2) show that the Adjusted R Square value is 0.543. This means that the price
discount and electronic word of mouth variables together contribute an influence of 54.3% to
purchasing decisions, while the remaining 45.7% is influenced by other variables not examined in
this research.