The Influence of Social Media, Price and Brand Equity on Purchasing Decisions at Tiktok and Instagram Platforms

Abstract

The objectives in this study are to test each variable partially, and simultaneously on each variable studied. The population used in this study was 1 department with 320 students. By using the slovin method in determining the sample, 178 samples were selected according to the formula determined by the SPSS 22 testing tool. The data analysis method is multiple linear regression, with partial, simultaneous hypothesis testing. The results of this study found that Social Media, Price and Brand Equity together have a significant effect on Purchasing Decisions. Social Media has a significant effect on Purchasing Decisions, Price has an effect on Purchasing Decisions, and Brand Equity has an effect on Purchasing Decisions