The development of technology today has experienced rapid development, affecting almost all aspects of life. One example is that shopping to meet needs can be done easily with just a smartphone, without having to leave the house. Many of the e-commerce services offer a variety of attractive promotions so that consumers are increasingly interested in using their services. One of them is TikTok Shop. TikTok Shop is a feature of the TikTok application that focuses on the online buying and selling process.
This study was conducted to determine whether price discounts, endorsements, and viral marketing affect purchasing decisions at TikTok Shop, a case study of students at UIN Walisongo Semarang. The type of research used in this research is quantitative research with a survey approach. The data collection method used is a questionnaire (questionnaire) distributed via google form. The sampling technique used is the Incidental Sampling Technique. The number of samples in this study amounted to 100 students of UIN Walisongo Semarang.
Hypothesis testing through the T test (partial) obtained the results that the price discount variable had a positive and significant effect on purchasing decisions as evidenced by a significance value of 0.048 <0.05. The endorsement variable has a positive and significant effect on purchasing decisions as evidenced by a significance value of 0.010 <0.05. And the viral marketing variable has a positive and significant influence on purchasing decisions at TikTok Shop with a significance value of 0.000 <0.05. The results of the F (simultaneous) test in this study obtained the calculated F value of 52.681 > F table of 2.70. And in the coefficient of determination, price discounts, endorsements, and viral marketing have a value of 0.622. This means that 62.2% of the purchasing decision variables are influenced by the price discount, endorsement, and viral marketing variables. While the remaining 37.8% is influenced by other variables outside of this study.