PENGARUH PROMO GRATIS ONGKOS KIRIM, ONLINE CUSTOMER REVIEW, DAN LAYANAN CASH ON DELIVERY TERHADAP KEPUTUSAN PEMBELIAN DIFITUR TIKTOK SHOP PADA GENERASI Y DAN GENERASI Z
DOI:
https://doi.org/10.61509/luxICM7298Keywords:
Free online shipping promo, Customer reviews, Cashbon delivery, purchasing decisionAbstract
Tight competition in the business environment in acquiring and
retaining customers forces business people to innovate in
sales. Originally using conventional sales through the market,
it could not reach a wide reach. Now they use social media to
sell their products such as TikTok Shop and get a very wide
reach the day after tomorrow. Therefore, marketing studies try
to find out the variables that influence purchasing decisions.
The aim of this research is to determine the influence of free
shipping promos, online customer reviews and cash on
delivery services on purchasing decisions on the TikTok shop
feature in generation Y and generation Z partially and
simultaneously. Data collection was carried out by distributing
questionnaires to 80 people. Then the data was analyzed
using SPSS, the results of this research showed that free
shipping promos, online customer reviews, and cash on
delivery services had a positive and significant partial and
simultaneous effect on purchasing decisions.
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