The Influence Of Content Marketing, Price, Product Quality On Purchase Decisions In The Online Marketplace Tiktok Shop

Fadli Adnin Nasution, Paham Ginting, Amlys Syahputra Silalahi, Syafrizal Helmi Situmorang

Abstract


This study aims to determine the effect of content marketing, price, and product quality on purchasing decisions in the TikTok Shop online marketplace among students of the Faculty of Economics and Business, Muhammadiyah University of North Sumatra. This study uses quantitative descriptive research, which is a multiple linear regression-based method with SPSS. The study population is students in the 2024/2025 academic year at the Faculty of Economics and Business, Muhammadiyah University of North Sumatra, with a total of 950 students. The sample was obtained from the results of calculations using a random sampling technique of 90 students. The data collection process was obtained by conducting interviews (observations) and questionnaires. Hypothesis testing using t-tests and the coefficient of determination (R2). The data analysis technique was carried out using instrument tests, classical assumption tests, statistical tests, and hypothesis tests. Based on the research test conducted, the following results were obtained: (1) Content Marketing does not have a positive and significant effect on Purchasing Decisions for electronic products (2) Price has a positive and significant effect on Purchasing Decisions for electronic products. (3) Product quality has a positive and significant effect on the purchasing decision for electronic products. (4) Simultaneously, it is known that the Fcount value>Ftable (12.522>2.72) means that content marketing, price, product quality simultaneously have a positive and significant effect on the purchasing decision for electronic products for students of the Faculty of Economics and Business, Muhammadiya University of North Sumatra.

Keywords


Content Marketing, Price, Product Quality, Purchasing Decisions

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References


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DOI: https://doi.org/10.30596/miceb.v2i0.942

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