Abstract
This study aims to test and analyze the influence of promotion through TikTok and product innovation on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes. The determination of the research sample uses the Purba formula. The sample used in this study was 96 consumers in micro, small, and medium enterprises of Acehnese Traditional Cakes who were willing to be respondents. The analytical method applied was multiple linear regression analysis. The results of the study indicate that promotion through TikTok partially has a positive and significant effect on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes in Banda Aceh city. Product innovation partially has a positive and significant effect on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes in Banda Aceh city. Promotion through TikTok and product innovation simultaneously have a positive and significant effect on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes in Banda Aceh city.
Keywords:
Promotion Through TikTok Product Innovation Purchasing DecisionsReferences
Anggraeni, I., Hartanto, E. (2023). Pengaruh Konten dan Kualitas Informasi Akun Instagram @idvolunteering terhadap Pemenuhan Kebutuhan Informasi Followers. Jurnal Ilmu Komunukasi, 11(02), 231-232. http://journal.unj.ac.id/
Kotler dan Keller, (2019). Marketing Management Edisi 14, Global Edition.Pearson Prentice. Hall
Kotler, Philip and Gary Armstrong. (2020). Prinsip-prinsip Pemasaran. Edisi. 13. Jilid 1. Jakarta: Erlangga
Safira, S. A., & Achsa, A. (2022). Analysis Of The Efect Of Digital Marketing Strategy On Purchase Decisions At Alfamart And Indomaret. International Journal of Global Accounting, Management, Education, and Entrepreneurship, PISSN : 2723-2948
Sekaran, U. & Bougie, R. (2017). Metodologi Penelitian untuk Bisnis, Pendekatan Pengembangan Keahlian. Jilid 1 dan 2, Edisi 6. Jakarta: Salemba Emp
Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta. Bandung.
Anugrah, Sella Nanda, Achmad Hasan Hadfizi, and Yohanes Gunawan Wibowo. 2023. “Achmad Hasan Hadfizi.” 2(2):173–82.
Barus, Ngalemisa, Monika Pangaribuan, and Sari Purnama. 2021. “Pengaruh Promosi Menggunanakan Media Sosial TikTok Terhadap Keputusan Pembelian Produk Kosmetik Ms. Glow Pada Mahasiswa Di Kota Medan.” Prosiding Konferensi Nasional Social & Engineering Polmed (KONSEP) 2:616–26.
Chandra, Y.U.(2023). Tiktok sebagai aplikasi media sosial yang termasuk banyak digunakan di Indonesia. sis.Binus.Ac.id. https://sis.binus.ac.id/2023/12/15/tiktok-sebagai-aplikasi-media-sosial-yang termasuk-banyak-digunakan-di-indonesia/
Diharto, A. (2022). Manajemen inovasi dan kreativitas. Penerbit Gerbang Media Aksara.
Febrianti, Lilya, and Umar Bakti. 2023. “Pengaruh Inovasi Produk, Digital Marketing, Dan Word of Mouth Terhadap Minat Beli Konsumen Pada Lampung Banana Foster.” Jurnal Enterpreneur Dan Bisnis (JEBI) E-ISSN2(2):22–30.
Ira, L. (2023). Mengenal Tiktok, aplikasi sosial media yang paling populer di dunia.Tempo.co.
https://bisnis.tempo.co/read/1800546/mengenal-tiktok-aplikasi-media-sosial-yang-populer-di-dunia
Kholiqoh, Nurul, Nurul Sa’adah, Surohit Surohit, Syahid Amrullah, and Vicky F. Sanjaya. 2024. “Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian.” Jurnal Manajemen Pemasaran Dan Perilaku Konsumen 3(1):128–34. doi: 10.21776/jmppk.2024.03.1.13.
Manajemen, Jurnal Inovasi, Digital Jimakebidi, Ilham Fadhilah, Aulia Azzahra, Erina Haniammaria, Difa Ardiyanti, and Risma Ayu. 2024. “Pengaruh Aplikasi Tiktok Sebagai Media Promosi Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Moisturizer The Originote Memproduksi Berbagai Produk Skincare Yang Disesuaikan Dengan Jenis Kulit Tertentu . Salah Menurut Infobrand . Id ( 2023 ), Deb.” (3).
Nugroho, Febriawan Ardi. 2022. “Pengaruh Kualitas Produk Dan Inovasi Produk Terhadap Keputusan Pembelian Pada UD . Nuansa Furniture Kelurahan Margomulyo Kecamatan Ngawi Kabupaten Ngawi.” Jurnal Pendidikan Tambusai 6(1):3165–71.
Oktavia, R. A. (2021). Pemanfaatan Digital Content Media Sosial Tiktok Dalam Proses Pemasaran Produk. EAS TEchnopreneurship, 1–9.
Puspitarini, D. S., & Nuraeni, R. (2019). Pemanfaatan Media Sosial Sebagai Media Promosi (Studi Deskriptif pada Happy Go Lucky House). Jurnal Common, 3(1), 71–80.
Setiadi, Nugroho. (2019). Perilaku Konsumen Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran. Bogor: Kencana Prenada Media Group
Shopee, Pada E-commerce, Studi Kasus, Mahasiswa Mahasiswi, and Stia Tabalong. 2024. Http://Jurnal.Stiatabalong.Ac.Id/Index.Php/JAPB ISSN : 2723-0937.” 7:1408–22.
License
Copyright (c) 2026 Tuwisna, Fandi Bachtiar, Sri Maisarah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Downloads
How to Cite
