Abstract

This study examines the influence of digital marketing, pricing, and service quality on purchasing decisions in the TikTok Shop marketplace, concentrating on Mataram University's Faculty of Economics and Business students. It addresses the online shopping phenomenon that increasingly dominates consumer behavior, particularly among the younger generation. The research employs a quantitative method with an associative approach, utilizing a questionnaire survey with 100 students as respondents to gather data. Analyses of the data were performed using pertinent statistical methods, such as linear regression. The results indicate that digital marketing, price, and service quality have a positive but not significant impact on students' purchasing decisions. Digital Marketing, through the use of creative content and influencer strategies, successfully attracts young consumers, while competitive pricing and good service quality foster customer loyalty and repeat purchases. This study provides insights for e-commerce businesses to optimize their marketing strategies and improve service quality, thereby attracting more student consumers and contributing to the growth of the digital economy.

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