PENGARUH PEMANFAATAN APLIKASI TIKTOK SEBAGAI MEDIA PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK DI MAIA TOSERBA DIMASA PANDEMI COVID-19

Harselina, Shela (2022) PENGARUH PEMANFAATAN APLIKASI TIKTOK SEBAGAI MEDIA PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK DI MAIA TOSERBA DIMASA PANDEMI COVID-19. EDUTAMA. ISSN 2548-281X (Unpublished)

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Abstract

Purchasing decisions are very important in business progress because purchasing decisions are things that are used to create marketing strategies. One of the marketing strategies that companies can do in building good communication is by doing promotions. Promotions can be done online, one of which is by promoting on TikTok social media. The purpose of this study was to determine the effect of promotion on TikTok social media on purchasing decisions for cosmetic products at Maia Toserba during the Covid-19 pandemic. The type of research used in this research is quantitative research. The number of samples is 50 respondents using non-probability sampling with purposive sampling technique. Data collection techniques were carried out by distributing online questionnaires with google form and analyzed by simple linear regression analysis. The results of the study indicate that promotion with the tiktok application has a significant positive effect on purchasing decisions. This is based on the results of hypothesis testing, it is known that the tcount value is 2,924 while the ttable value for the number of samples (n) as many as 50 people is 2,01063, meaning that tcount 2,924 > ttable 2,01063, while the significance value of 0.000 < 0.05 means that H0 is rejected and H1 is accepted. Thus the results of the study can be concluded that there is a positive influence of promotion with the Tiktok application on cosmetic purchasing decisions at Maia Toserba during the Covid-19 pandemic. Keywords: Promotion, Social Media, TikTok Application, Purchase Decision.

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