PENGARUH MEDIA PROMOSI TIK TOK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

  • Luh Kadek Budi Martini STIE-BIITM
  • Luh Komang Candra Dewi Universitas Triatma Mulya

Abstract

The main purpose of this study is to describe the Tik tok media as the main consideration in purchasing decisions for culinary products, and to analyze the effect of using Tik tok as a culinary product promotion medium on the purchasing decisions of culinary products. This research was conducted in Denpasar City with a sample of 120 respondents, the data was collected using google form. The data were analyzed qualitatively and quantitatively using a Likert scale, to determine the effect of Tik Tok as a promotional medium on purchasing decisions for culinary products, it was analyzed using multiple linear regression using SPSS. The results of the study found that Tik Tok as a promotional medium has served as the main consideration for consumers in deciding to purchase culinary products. Tik tok media has a significant effect on purchasing decisions for culinary products.

Published
2021-12-10
How to Cite
BUDI MARTINI, Luh Kadek; CANDRA DEWI, Luh Komang. PENGARUH MEDIA PROMOSI TIK TOK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN. Prosiding, [S.l.], p. 38-54, dec. 2021. Available at: <http://ojs.stimihandayani.ac.id/index.php/PROSIDING/article/view/441>. Date accessed: 02 oct. 2022.
Section
Articles