Why is the Live Tiktok Shop an Interest in Shopping Today?
Keywords: Persuasive Communication; Discount; Free Shipping; Purchase Interest
AbstractThis study raises themes related to four variables, namely Persuasive Communication (X1), Price Discount (X2), Free Shipping Promo (X3) and Purchase Interest (Y) with the aim of knowing whether the three X variables have a significant influence on variable Y. Data collection techniques in the form of questionnaires with the sample technique used is Accidental Sampling, obtained a sample of 100 respondents. The data analysis tool used is the IBM SPSS Statistics Program to test the Validity Test Instrument, Reliability Test and Classical Assumption Test while testing the Hypothesis in the form of Multiple Linear Regression Analysis and t Test. The results of this study resulted in three conclusions that 1) Persuasive Communication has a significant positive effect on purchase intention, 2) Price Discounts have a significant positive effect on buying interest, and 3) Free shipping promos have a significant positive effect on buying interest.