The Effect of Promotion, Convenience and Trust on Purchase Decisions of Tiktokshop E-Commerce in Batam City Students

Abstract

Presenting the newest feature in Indonesia called TikTok Shop. In this study, researchers used quantitative research methods. The nature of this research is the form of a general line of research that is descriptive in nature. The sampling technique is classified as non-probability sampling with purposive sampling. The data collection method used in this study was a questionnaire distributed to 223 respondents, namely students in Batam City. In this study, the SPSS program was used. The independent variables of promotion, convenience and trust have a significant influence on purchasing decisions for e-commerce TikTok Shop among students in Batam City. The promotion, convenience and decision variables have a significant and positive effect on purchasing decisions for the TikTok Shop e-commerce for students in Batam City. It is hoped that the results of this study can be used as a reference for further researchers to develop this research by considering the independent variables and other dependent variables that have not been studied in this study.