PENGARUH VIRAL MARKETING DAN DISKON HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC DI TIKTOK SHOP (Studi Kasus pada Pelanggan Somethinc di Tiktok Shop)

Abstract

In the current digital era, utilizing Viral Marketing techniques and offering discounts on sales are considered effective strategies for both online and offline businesses. TikTok has gained significant popularity among users, and with the introduction of TikTok Shop, which combines social media and e-commerce within a single application, it provides convenience for customers to make purchases without having to switch to other platforms. This study employs a quantitative research methodology to examine the impact of Viral Marketing and price discounts on purchasing decisions. Based on the data analysis conducted, it was found that both the Viral Marketing variable (X1) and the Price Discount variable (X2) collectively influence the Purchasing Decision variable (Y) by 32.5%. The calculated t-value of 31.843 is greater than the critical value of 3.06, and the significance value of 0.00 is lower than the threshold of 0.05. Therefore, it can be concluded that Viral Marketing and Price Discounts significantly affect the Purchasing Decision. This suggests that implementing Viral Marketing and Price Discounts positively impact sales by influencing customer purchasing decisions