Analisis Pengaruh Kepercayaan Dan Keragaman Produk Online Oleh Platform Tiktok Shop Terhadap Keputusan Beli Online (Studi Kasus Masyarakat Desa Simbatan)
Abstract
This study aims to determine the influence of trust and diversity of online products by the tiktok shop platform on online purchase decisions (case study of the Simbatan village community).
This study uses a quantitative method. The population in this study is the Simbatan village community who have used and bought products on the TikTok shop platform as many as 1,575. The samples used were 100 people from Simbatan village, using purposive sampling techniques and yamane formulas.
The data collection technique was carried out by distributing questionnaires, which were then analyzed using the help of the SPSS version 25 application. The results of the study show that: 1). Trust and Product Diversity have a positive and significant effect on partial purchase decisions. 2). Trust and Product Diversity have a positive and significant effect on partial purchase decisions 3). Product diversity has a dominant influence on purchasing decisions.
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