Khansa Hasna Nurhaliza, . (2024) PENGARUH HARGA, ISLAMIC BRANDING, DAN INTERAKSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN OLEH KONSUMEN TIKTOK SHOP. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The presence of e-commerce brings many benefits to its users, where they can save time in shopping as they don't need to physically go to the store to purchase what they want, but simply use their mobile phones to access the e-commerce platform. TikTok emerges as a social media platform with its new feature called TikTok Shop, which competes with existing e-commerce platforms. The population of this study is Muslim consumers in Jakarta. The sample was taken using non-probability sampling method with purposive sampling, involving 140 respondents who meet the criteria of being Muslim residents in Jakarta and using the TikTok Shop application. Data was collected through a questionnaire. A quantitative approach was used with the Partial Least Squares (PLS) technique using the SmartPLS application. The R-square results indicate that price, Islamic branding, and sales interaction can explain approximately 71.6% of the variance in purchase decisions in this study, while the remaining 28.4% is explained by other unexamined variables. The hypothesis test results show that price and sales interaction have a positive and significant impact on purchase decisions, while Islamic branding of a product does not have a significant influence on purchase decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010116009] [Pembimbing: Mira Rahmi] [Penguji 1: Ade Nur Rohim] [Penguji 2: Fitri Yetti] |
| Uncontrolled Keywords: | tiktok shop, e-commerce, consumers |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | Khansa Hasna Nurhaliza |
| Date Deposited: | 12 Jun 2024 06:59 |
| Last Modified: | 12 Jun 2024 06:59 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28493 |
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