Pengaruh Promosi Diskon dan Live Streaming terhadap Keputusan Pembelian pada Pengguna Tiktok Shop di Kecamatan Cengkareng

The rapid development of information technology and the internet has transformed consumer shopping behavior from conventional shopping to online shopping through e-commerce platforms, one of which is TikTok Shop. Various marketing strategies, such as discount promotion and live streaming, are utilized by businesses to attract consumers and encourage purchasing decisions. This study aims to analyze the influence of discount promotion and live streaming on purchasing decisions among TikTok Shop users in Cengkareng District, both partially and simultaneously. This research employed a quantitative method with a survey approach. Data were collected through questionnaires distributed to 100 respondents selected using a purposive sampling technique, with the sample size determined using the Lemeshow formula. The data were analyzed using IBM SPSS Statistics version 27 through validity testing, reliability testing, classical assumption tests (normality, multicollinearity, heteroscedasticity), multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results show that all instrument items are valid and reliable, the regression model meets the classical assumptions, and discount promotion and live streaming have a positive and significant effect on purchasing decisions, both partially (t = 2.571 and t = 5.607) and simultaneously (F = 69.321). The coefficient of determination (Adjusted R Square) of 0.580 indicates that 58% of purchasing decisions can be explained by the two variables, while the remaining 42% is influenced by other factors outside this study, such as product quality, price, and consumer trust.