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This is a Quantitative Study study.

October 19, 2025Open Access

Purchasing Decisions on TikTok Shop among Islamic Boarding School Students: The Roles of Price, Promotion, and Product Quality

Key Points

Purchasing decisions are significantly influenced by price, promotion, and product quality—highlighting consumer behavior in social commerce.
Price (sig = 0.002), promotion (sig = 0.001), and product quality (sig = 0.000) all significantly affect purchasing decisions among students.
Data was collected using questionnaires and analyzed through multiple linear regression with SPSS 22.0.
The findings suggest effective pricing, promotion, and product quality are crucial for attracting consumers in the TikTok Shop.

Abstract

This study investigates the influence of price, promotion, and product quality on purchasing decisions at TikTok Shop among students of Darussalam Bangunsari Islamic Boarding School, Ponorogo. Using a quantitative approach, data were collected through questionnaires from 104 respondents selected with purposive non-probability sampling. The data were analyzed using multiple linear regression with SPSS 22.0. The results show that price (sig = 0.002 < 0.05), promotion (sig = 0.001 < 0.05), and product quality (sig = 0.000 < 0.05) each have a significant partial effect on purchasing decisions. Simultaneously, these three variables explain 42.1% of the variation in purchasing decisions (R² = 0.421).

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