The Effect of Discounts and Trust on Purchase Decisions in Live Steraming Sales og The Tiktokshop Application in Banda Aceh

Auteurs

  • Zenitha Maulida Sekolah Tinggi Ilmu Ekonomi Sabang (STIES) Banda Aceh
  • Farah Ivana Sekolah Tinggi Ilmu Ekonomi Sabang (STIES) Banda Aceh
  • Nurbismi Sekolah Tinggi Ilmu Ekonomi Sabang (STIES) Banda Aceh
  • Indra Kesuma Sekolah Tinggi Ilmu Ekonomi Sabang (STIES) Banda Aceh

Trefwoorden:

Discounts, Trust, Purchasing Decisions

Samenvatting

Purchasing products online makes it easier to shop without wasting a lot of time and energy. One innovation in this industry is the live streaming feature offered by the TikTok application, namely Tiktokshop, which allows sellers to interact directly with buyers in real-time. This study aims to analyze the influence of discounts and trust on purchasing decisions during live streaming on the TikTok application in Banda Aceh. This study uses a quantitative approach. The data collection technique was carried out by distributing questionnaires to a sample of 200 respondents. The sampling method in this study used purposive sampling. The data analysis method used is multiple linear regression analysis. The results show that the variables of discounts and trust have a positive and significant effect on purchasing decisions during live streaming sales on the TikTok application in Banda Aceh.

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Gepubliceerd

2025-12-10

Nummer

Vol 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)

Sectie

Articles

Licentie

Creative Commons License

Dit werk wordt verdeeld onder een Naamsvermelding-NietCommercieel-GelijkDelen 4.0 Internationaal licentie.