PENGARUH HARGA, PROMOSI DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA TIKTOK SHOP

This study aims to examine the effect of promotional prices and content marketing on product purchasing decisions at TikTok Shop. The research method used is quantitative with a survey approach. Data was collected through questionnaires distributed to TikTok Shop users in Indonesia. The sample methodology used in this study is to use non-probability sampling with the sampling technique used is purposive sampling. The sample size used was 218 respondents. The data analysis used in this study used Statistical Product and Service Solutions (SPSS) version 26. The analysis methods used include validity test, reliability test, classical assumption test which consists of three, namely data normality test, multicollinearity test, and heteroscedasticity test. The parametric statistical test of this research data uses multiple regression analysis. This study concludes that effective promotional pricing and content marketing strategies can increase purchasing decisions on e- commerce platforms such as TikTok Shop. Recommendations for TikTok Shop management are to continue optimizing promotional strategies and relevant content to increase customer satisfaction and loyalty.

Keywords: Price, Promotion, Content Marketing, Purchase Decision