Purchasing Decisions on TikTok Shop among Islamic Boarding School Students: The Roles of Price, Promotion, and Product Quality
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Abstract
This study investigates the influence of price, promotion, and product quality on purchasing decisions at TikTok Shop among students of Darussalam Bangunsari Islamic Boarding School, Ponorogo. Using a quantitative approach, data were collected through questionnaires from 104 respondents selected with purposive non-probability sampling. The data were analyzed using multiple linear regression with SPSS 22.0. The results show that price (sig = 0.002 < 0.05), promotion (sig = 0.001 < 0.05), and product quality (sig = 0.000 < 0.05) each have a significant partial effect on purchasing decisions. Simultaneously, these three variables explain 42.1% of the variation in purchasing decisions (R² = 0.421).
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