Pengaruh Kemudahan Penggunaan, Kepercayaan Konsumen, Kualitas Tampilan Dan Kualitas Informasi Terhadap Keputusan Pembelian Scarlett Whitening Melalui Promosi Di Tiktok (Studi Kasus Mahasiswa/I FEB UM Metro)

Abstract

This research is motivated by the high use of the internet in Indonesia, used by many people
as a promising business opportunity. This can be seen from the many online stores that have
sprung up on social media which are believed to be effective as a medium for promoting
products, one of the social media currently widely used by the public is Tiktok. The purpose
of this study was to determine the effect of ease of use, consumer trust, display quality and
information quality on purchasing decisions. In this study, it was tested using multiple linear
regression analysis calculations using the SPSS20 program. This type of research is
quantitative research or verification research. Quantitative research is research that uses
numbers, and in this study there were 68 respondents. The data analysis technique used in
this research is multiple linear regression. The results showed that: 1) The ease of use
variable had a positive effect on purchasing decisions. 2) The variable of consumer
confidence has a positive effect on purchasing decisions. 3) The display quality variable has
a negative effect on purchasing decisions. 4) The information quality variable has a positive
effect on purchasing decisions. 5) The variables of ease of use, consumer trust, quality of information has a positive effect on purchasing decisions, while the quality of display does
not have a positive effect on purchasing decisions.