Pengaruh Promosi di Tiktok dan Harga terhadap Keputusan Pembelian Produk Fashion di Pasar MMTC Medan

This study aims to analyze the effect of TikTok promotion and price on purchasing decisions for fashion products at MMTC Market, Medan, both partially and simultaneously. This study employed a quantitative approach with a causal-associative method. The sample consisted of 39 respondents selected using purposive sampling, with the criteria of having purchased fashion products at MMTC Market, Medan, and having seen fashion product promotions through TikTok. Primary data were collected through an online questionnaire using a five-point Likert scale and analyzed using multiple linear regression. The results showed that TikTok promotion had a positive and significant effect on purchasing decisions, with a t-value of 2.388 and a significance value of 0.022. Price also had a positive and significant effect on purchasing decisions, with a t-value of 3.389 and a significance value of 0.002. Simultaneously, TikTok promotion and price had a significant effect on purchasing decisions, with an F-value of 46.802 and a significance value of 0.000. The coefficient of determination (R²) was 0.722, indicating that TikTok promotion and price jointly explained 72.2% of the variation in purchasing decisions, while the remaining 27.8% was explained by other factors outside the research model. These findings indicate that both variables examined have a significant relationship with purchasing decisions for fashion products at MMTC Market, Medan.