PERSEPSI DAN IKLAN DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK OLEH MAHASISWA PENGGUNA AKTIF TIKTOK SHOP

Abstract

This study aims to examine the effects of perception and advertising on product purchase decisions among university students who actively use TikTok Shop. This study employed an associative research method. The data analyzed were quantitative data in the form of respondents’ scores, collected directly from primary sources through questionnaires. The population comprised all students at Samawa University who actively used the TikTok Shop application, whose exact number was unknown. The sample size was determined using the Lemeshow formula, resulting in 96 respondents. The respondents were selected using a simple random sampling technique. The data were analyzed using multiple linear regression analysis, partial hypothesis testing (t-test), simultaneous hypothesis testing (F-test), and the coefficient of determination test (R²). The results showed that, partially, perception has a positive and significant effect on product purchase decisions, as evidenced by the calculated t-value being greater than the critical t-value (3.811>1.986). Advertising also has a positive and significant effect on product purchase decisions, as indicated by the calculated t-value being greater than the critical t-value (4.129>1.986). Simultaneously, perception and advertising have a significant effect on product purchase decisions, as shown by the calculated F-value being greater than the critical F-value (77.209>3.094). Furthermore, the coefficient of determination (R²) was 0.645, indicating that perception and advertising accounted for 64.5% of the variation in product purchase decisions among university students who actively use TikTok Shop. The remaining 35.5% was influenced by other variables not examined in this study, such as price, product quality, lifestyle, and social and technological influences.