Pengaruh Promosi Digital Tiktok Terhadap Keputusan Pembelian Produk Glad2Glow (g2g)

Daramei, Titis and , Nieldya Nofandrilla, S.E., M.A (2026) Pengaruh Promosi Digital Tiktok Terhadap Keputusan Pembelian Produk Glad2Glow (g2g). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The development of TikTok as a digital marketing platform has impacted product marketing and revolutionized the marketing strategies of beauty brands like Glad2Glow. The purpose of this study was to measure the impact of promotions on purchasing decisions for Glad2Glow products using the TikTok platform. This study employed quantitative methods, distributing questionnaires to 93 respondents. A purposive sampling technique was employed, and SPSS software was utilized for data analysis and processing. The simple linear regression formula Y= 20.561+1.446X, indicates that a coefficient of 1.446 indicates that each one-unit increase in TikTok promotion can lead to a 1.446-unit increase in purchasing decisions. The t-test yielded a significance value of 0.000 < 0.05, indicating that digital promotions using the TikTok platform play a positive and significant role in purchasing decisions, where the promotional strategy also influences shopping behavior. Overall, promotional strategies on the TikTok platform empirically influence consumer purchasing interest, especially among college students. The more effective and innovative the promotional strategy, the higher the probability of a consumer purchasing decision.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: digital promotion, purchasing decisions, TikTok, consumer behavior
Subjects: H Social Sciences > HE Communications
Divisions: Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi
Depositing User: TITIS DARAMEI
Date Deposited: 09 May 2026 02:47
Last Modified: 09 May 2026 02:47
URI: http://eprints.ums.ac.id/id/eprint/144670

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