PENGARUH GAYA HIDUP BERBELANJA, PROMOSI MEDIA SOSIAL DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS TIKTOK-SHOP DI GEDUNG PULOMAS OFFICE, JAKARTA)

Abstract

Technological developments and the popularity of social media have had a
significant impact on consumer purchasing decisions, especially in the context
of purchasing products via online platforms such as Tiktok- Shop in the
Pulomas Office Building, Jakarta. In this context, the three main factors that
are considered to have a major influence on consumer purchasing decisions
are shopping lifestyle, social media promotions, and service quality. The data
analysis technique used is multiple linear regression to test the validity,
reliability test, the test model stability, linearity test, normality test, classic
assumption test (test multicollinearity, heteroscedasticity test) and hypothesis
testing t-statistic and f-statistic to examine the effect together with a
significance level of 5%. The results of this study indicate that shopping
lifestyle, social media promotions and service quality has a positive and
significant influence on purchasing decisions, Meanwhile, independent
variable of shopping lifestyle, social media promotions and service quality
with simultaneously together have a significant correlation to the dependent
variable purchasing decisions. Coefficient of determination from this research
indicate amount 84.4%, it shows, the variation of the independent variable
shopping lifestyle, social media promotions, service quality able to explain the
rise and fall of the dependent variable variation, purchasing decisions of
84.4%, while the remaining 15.6 % is influenced by other independent
variables.