Main Article Content
Abstract
This study aims to analyze the effect of digital marketing through TikTok
social media on consumer purchasing decisions at Victor Snack. The
research uses quantitative methods with a descriptive approach. Data was
collected through questionnaires distributed to 108 respondents. The
variables analyzed include the effectiveness of digital marketing content
and indicators of purchasing decisions. Data analysis techniques with
normality test, simple regression test, t test, and coefficient of
determination test. The results showed that the digital marketing strategy
through TikTok had a significant effect on Victor Snack's consumer
purchasing decisions, with a coefficient of determination of 64.4%.
Marketing strategies that emphasize creative content and interesting
interactions are proven to be able to build consumer interest and trust,
thereby encouraging purchasing decisions