Digital Marketing In The Role For Student Purchase Decisions In Pontianak City on The TikTok Shop Marketplace Through Competitive Prices
DOI:
https://doi.org/10.52103/jms.v6i2.2151Keywords:
Digital Marketing, Competitive Pricing, Purchase DecisionsAbstract
The purpose of this study is to examine whether there is an influence of digital marketing on student purchasing decisions in Pontianak City through the TikTok Shop platform, with the role of competitive prices as a mediating variable. The population in this study is students in the city of Pontianak. This study uses a quantitative research method. The sample in this study is 136 respondents. Data is analyzed using the sampling technique using the Accidental Sample. The results were measured using a rating scale interpreted using the Three Box Method criteria. The analysis tool used in this study was using the help of AMOS software. Based on the test results conducted through hypothesis testing using the weight regression test, it is shown that digital marketing variables have a direct effect on purchase decisions, digital marketing does not have a significant effect on competitive prices, and competitive prices affect purchase decisions. The results of the test using the Sobel test show the role of competitive price mediation in strengthening the relationship between digital marketing and purchase decisions.
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