Pengaruh Affiliate Marketing, Media Sosial dan Promosi Terhadap Keputusan Pembelian Pada Aplikasi Tiktok

Abstract

This study was conducted with the aim of determining the Influence of Affiliate Marketing, Social Media and Promotion on Purchase Decisions on the TikTok Application (Case Study of Students at the Muhammadiyah University of Mamuju). This study uses a quantitative method, with a total sample of 96 respondents using a sampling technique using nonprobability sampling with a propositional sampling approach. Data collection was carried out by observation, interviews, questionnaires, literature studies and documentation. Testing the quality of this research instrument used validity and reliability tests. The analytical tool used was multiple linear regression analysis with hypothesis testing using partial tests (statistical t test) and simultaneous tests (statistical f test). The results of the study obtained (1) affiliate marketing has a positive and significant influence on purchasing decisions (2) social media has a positive and significant influence on purchasing decisions (3) promotion has a positive and significant influence on purchasing decisions. (4) affiliate marketing, social media and promotion have a positive and significant influence simultaneously on purchasing decisions