Keputusan Pembelian Konsumen Dipengaruhi Online Live Streaming, Free Gift dan Diskon Pada Media Social Tiktok

Abstract

This study aims to determine the effect of Online Live Streaming, Free Gifts and Discounts on Consumer Purchase Decisions on Tiktok Social Media (Case Study of Skincare Haloca Beauty Lampung). The data used in this research is primary data. Primary data is data obtained first-hand by researchers. The data collection method used is a questionnaire or a questionnaire. The population in this study were all consumers of Haloca Beauty Lampung skincare products on Tiktok social media. The sample in this study is non-probability sampling using a purposive sampling technique with certain criteria including having purchased a product at least 2 times via social media Tiktok, at least 17 years old with a minimum education of high school. The number of samples in this study were 100 respondents taken using the slovin formula. Data analysis in this study uses Multiple Linear Regression Analysis. The results of hypothesis testing state that there is no effect of live streaming (X1) on purchasing decisions (Y) on social media Tiktok. There is an Influence of Free Gift (X2) on Purchase Decisions (Y) on Tiktok Social Media. There is an Effect of Discounts (X3) on Purchase Decisions (Y) on Tiktok Social Media.

Keywords: Online Live Streaming, Free Gift, Discount, Purchase Decision