Keputusan Pembelian Produk Fashion di Tiktok Shop: Peran Gaya Hidup dan Diskon Harga

Lidya Cahyaning Putri; Amelindha Vania

doi:10.47134/jbkd.v2i1.3383

Authors

Lidya Cahyaning Putri Universitas Islam Negeri Maulana Malik Ibrahim Malang
Amelindha Vania Universitas Islam Negeri Maulana Malik Ibrahim Malang

DOI:

https://doi.org/10.47134/jbkd.v2i1.3383

Keywords:

Diskon, Pembelian, lifestyle

Abstract

Penelitian ini bertujuan menguji pengaruh gaya hidup dan diskon harga terhadap keputusan pembelian pada produk fashion aplikasi tiktokshop pada generasi Z di kota Malang. Penelitian ini menggunakan pendekatan kuantitatif. Penelitian ini mengumpulkan 105 responden. Salah satu metode analisis yang digunakan adalah modeling equation struktural (SEM), yang menggunakan metode partial least squares (PLS). Hasil penelitian menunjukkan bahwa variabel gaya hidup berpengaruh dan signifikan terhadap variabel keputusan pembelian, dan variabel diskon harga memiliki pengaruh yang signifikan terhadap variabel keputusan pembelian.

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