PENGARUH ADVERTISING, PRICE, DAN PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN SKINTIFIC PADA PENGGUNA TIKTOKSHOP DI SIDOARJO

Abstract

Currently, skintific is a beauty product that is on the rise. This product is also sold through e- commerce, one of which is TikTok, which has a shopping feature, namely Tiktokshop. Tiktok is one of the applications with the most users at the moment. Purchasing decisions at skintific are currently influenced by many things, therefore the author takes the title, This study aims to determine the effect of advertising, price and product quality on skintific purchasing decisions for Tiktokshop users in Sidoarjo. This study uses quantitative research with multiple linear analysis techniques to analyze each variable. Data collection techniques using questionnaires. This study uses the NonProbability Sampling method.The results of this study prove that partially the advertising variable has a positive effect on purchasing decisions, the price variable has a positive effect on purchasing decisions and product quality has a positive effect on purchasing decisions. Suggestions for companies, namely the need to increase ad impressions with clear language so that people better understand the languages used by companies to attract people's attention. For variable prices, more discounts are given so that prices are more affordable. Meanwhile, product quality emphasizes the benefits of advertisements so that many people know that product quality is skintific.