The Influence of TikTok Social Media Marketing and Shopee Discounts On The Purchase Decision of Fashion Knitwear @daydeals.co Products On the Shopee Marketplace

Abstract

This research aims to analyze the influence of social media marketing on TikTok and discounts on Shopee on purchasing decisions for fashion knitwear products from @Daydeals.co on the Shopee Marketplace. The research method used is multiple linear regression with a sample of 100 respondents who are active users of TikTok and Shopee and this research done by quantitative method. The results of the analysis show that the two independent variables, namely social media marketing TikTok (X1) and Shopee discounts (X2), have a significant influence both partially and simultaneously on the purchasing decision variable (Y). However, the influence of social media marketing on TikTok appears to be more dominant with a higher regression coefficient compared to price discounts on Shopee. These results show the importance of using TikTok social media marketing in increasing consumer purchasing decisions for fashion knitwear products from @Daydeals.co on the Shopee Marketplace. The practical implication of this research is the need for @Daydeals.co to be more focused and intensive in its marketing strategy via TikTok in order to increase their sales and presence in the online market. @Daydeals.co to be more focused and intensive in its marketing strategy via TikTok in order to increase their sales and presence in the online market.