The Influence of TikTok Social Media Use and Promotion on Consumer Purchase Interest at Jookopi

Dyah Suswanti Respatiningtias; Aditya Perdana

doi:10.55681/economina.v5i5.2262

Authors

Dyah Suswanti Respatiningtias Universitas PGRI Mpu Sindok
Aditya Perdana Universitas PGRI Mpu Sindok

DOI:

https://doi.org/10.55681/economina.v5i5.2262

Keywords:

TikTok Social Media; Promotion; Consumer Purchasing Interest

Abstract

The Influence of TikTok Social Media Use and Promotions on Consumer Purchase Intention in Jookopi. Thesis: Management Study Program, Universitas PGRI Mpu Sindok Nganjuk 2025. This study aims to analyze the influence of TikTok social media use and promotions on consumer purchase intention in Jookopi. The background of this research is based on the importance of using social media platforms, especially TikTok, and promotions to introduce businesses and attract consumer purchase intention. The method used in this study was a quantitative approach with multiple linear regression analysis. The sample consisted of 89 Jookopi customer respondents. Data were collected using a questionnaire that had been tested for validity and reliability. The results showed that, partially, TikTok social media had a significant effect on consumer purchase intention. Similarly, promotions also had a significant effect on consumer purchase intention. Simultaneously, both variables significantly influenced consumer purchase intention in Jookopi.Thus, the results of this study indicate that if the two independent variables, namely TikTok social media and promotions, are carried out together, they can influence consumer purchasing interest in Jookopi.

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