PROMOSI DIGITAL MELALUI TIKTOK DAN PERSEPSI PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS KONSUMEN ROTI O DI SUKABUMI)
Abstract
This study aims to analyze the influence of digital promotion through TikTok and price perception on the purchasing decisions of Roti O consumers, with a focus on consumers in Sukabumi. The independent variables in this study are digital promotion and price perception, while the dependent variable is purchasing decision. In today's digital era, social media, particularly TikTok, has become one of the most effective promotional channels for businesses. The sampling technique employed in this study was non-probability sampling using a purposive sampling approach. A total of 100 respondents, consisting of Roti O consumers in Sukabumi, were selected as the research sample. This study applied a quantitative research method and utilized primary data as the main source of information. Data were collected through questionnaires based on a Likert scale and analyzed using SPSS version 25. The data analysis techniques included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, hypothesis testing through t-tests and F-tests, and coefficient of determination (R²) analysis. Regression analysis was conducted to identify the effects of digital promotion and price perception on purchasing decisions.
References
Aghitsni, W. I., & Busyra, N. (2022). JIMEA | Jurnal Ilmiah MEA ( Manajemen , Ekonomi , dan Akuntansi ). Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(3), 38–51.
Agustianti, R., Nussifera, L., Wahyudi, Angelianawati, L., Meliana, I., Sidik, E. A. ni, Nurlaila, Q., Simarmata, N., Himawan, I. S., Pawan, E., & Ikhram, F. (2022). Metode penelitian kuantitatif & kualitatif. In Tohar Media (Issue Mi).
Alfi Afriana Akhyani. (2023). Pengaruh Persepsi Kualitas, Persepsi Harga, Dan Digital Marketing Terhadap Keputusan Pembelian Melalui Brand Image. Equivalent : Journal Of Economic, Accounting and Management, 1(2), 75–92. https://doi.org/10.61994/equivalent.v1i2.51
Auliya, N. H., Andriani, H., Fardani, R. A., Ustiawaty, J., Utami, E. F., Sukmana, D. J., & Istiqomah, R. R. (n.d.). No Title.
Hildawati. (2024). Buku Ajar Metodologi Penelitian Kuantitatif & Aplikasi Pengolahan Analisa.
Khoirul Anwar, M., Kurniati, R. R., & Krisdianto, D. (2022). Studi Pada Toko Sport Station Dinoyo Kota Malang. Jiagabi, 11(1), 97–104.
Maharani Ikaningtyas, Syafa Gading Adhip Arafa, Ajeng Suta Mayangsari, Fitria Ayu Kartika D, Luthfi Nurul Mubayyinah, Ahmad Harris Akbar, & Santika Purwaty Ningsih. (2025). Pengaruh Strategi Pemasaran Digital, Kualitas Produk dan Harga terhadap Keputusan Pembelian Konsumen pada Produk Aksesoris Manik-Manik. Journal of Administrative and Social Science, 6(1), 182–193. https://doi.org/10.55606/jass.v6i1.2108
Mahmud, A. (2022). Analisis Pengaruh Promosi Digital Dan Kualitas Layanan Aplikasi Go-Food Terhadap Keputusan Pembelian. Jesya, 6(1), 258–271. https://doi.org/10.36778/jesya.v6i1.921
Mahmud, A., Rosida, R., Haryanti, I., Alfi Afriana Akhyani, Aghitsni, W. I., Busyra, N., Sinuraya, D. A., Purnomo, A. A., Yusnita, R. T., Pauzy, D. M., Terhadap, P., Pembelian, K., Pradana, M., Anggriani, I., Rahman, A., Witjaksono, I. A. M. S. S. I. A. D., Buccieri, D., & Park, J. E. (2023). JIMEA | Jurnal Ilmiah MEA ( Manajemen , Ekonomi , dan Akuntansi ). Jurnal Ilmu Manajemen, Bisnis Dan Ekonomi, 1(2), 1370–1385. https://doi.org/10.37676/ekombis.v11i1.3186
Melind
awaty, M., & Istikomah, K. (2024). PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Kosmetik Emina di Jakarta Selatan). Jurnal Ekonomi Bisnis Manajemen Dan Akuntansi (JEBISMA), 2(1). https://doi.org/10.70197/jebisma.v2i1.38
Ph.D. Ummul Aiman, S. P. D. K. A. S. H. M. A. Ciq. M. J. M. P., Suryadin Hasda, M. P. Z. F., M.Kes. Masita, M. P. I. N. T. S. K., & M.Pd. Meilida Eka Sari, M. P. M. K. N. A. (2022). Metodologi Penelitian Kuantitatif. In Yayasan Penerbit Muhammad Zaini.
Priyatna, E. H., Rahmawati, D., & Kusdianto, K. (2024). the Influence of Online Promotions and Price Perceptions on the Purchasing Decisions of Ms Glow Users At University of Muhammadiyah Tangerang. Digital Business Journal, 2(2), 121. https://doi.org/10.31000/digibis.v2i2.10460
Purnomo, A. A., Yusnita, R. T., & Pauzy, D. M. (2023). Pengaruh Digital Marketing Dan Persepsi Harga Terhadap Keputusan Pembelian Pada Toko Rumah Kayu Bordir & Fashion Tasimalaya. Jurnal Ilmu Manajemen, Bisnis Dan Ekonomi, 1(4), 271–278. https://malaqbipublisher.com/index.php/JIMBE
Raga, H. E., Agung, A. A. P., & Anggraini, N. P. N. (2021). Pengaruh Digital Marketing, Kualitas Produk dan Harga Terhadap Minat Beli Pada Produk Kuliner Tegal Dadong. Values, 2, 512–520. https://e-journal.unmas.ac.id/index.php/value/article/view/2716%0Ahttps://e-journal.unmas.ac.id/index.php/value/article/download/2716/2100
Rosida, R., & Haryanti, I. (2020). Pengaruh Promosi Online dan Persepsi Harga Terhadap Keputusan Pembelian (Studi Kasus Pada Nithalian Collection Bima). Journal of Business and Economics Research (JBE), 1(2), 150–160. https://doi.org/10.47065/jbe.v1i2.235
Saphira, S. D., & Anomsari, A. (2024). Pengaruh Digital Marketing, Persepsi Harga, dan Brand Trust terhadap Keputusan Pembelian pada Produk Bittersweet By Najla. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(3), 4033–4046. https://doi.org/10.47467/alkharaj.v6i3.6152
Sihotang, H. (2023). Metode penelitian kuantitatif. In Pusat Penerbitan dan Pencetakan Buku Perguruan Tinggi Universitas Kristen Indonesia Jakarta. http://www.nber.org/papers/w16019
Sinuraya, D. A. (2022). Pengaruh Digital Marketing, Persepsi Harga Dan Kualitas Produk Terhadap Minat Beli Pada Jesika Monza Simpang Simalingkar Medan. https://repositori.uma.ac.id/handle/123456789/18789
Terhadap, P., & Pembelian, K. (2019). B. 111.15.0084 fakultas ekonomi universitas semarang 2019.
Uluwiyah, A. N. (2022). STRATEGI BAURAN PROMOSI (PROMOTIONAL MIX) dalam Meningkatkan Kepercayaan Masyarakat. In Multi Pustaka Utama.
Utommo Budi Sulistyo et al. (2024). Pemasaran Digitalÿ (Issue 1). https://books.google.com/books?hl=en&lr=&id=o8CAEAAAQBAJ&oi=fnd&pg=PP2&dq=pemasaran&ots=dop-VjbzRY&sig=R9vli4ygkVUA5KzfcyCuCimmmUc
Witjaksono, I. A. M. S. S. I. A. D. (2023). JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN. 1370–1385.
