Pengaruh Sikap pada Product Bundling terhadap Keputusan Pembelian di TikTok Live Shop

Abstract

This study aims to determine the effect of attitudes on purchasing decisions of product bundling in TikTok Live Shop. The research method used in this study is a quantitative explanatory design with a convenience sampling method. The sample of this study were 350 people. Data was collected by using the Likert scale, consisting of a purchasing decisions scale and an attitudes on purchasing decisions scale. The method of data analysis method used a simple regression analysis method. The effective contribution of attitudes of product bundling on purchasing decisions on TikTok Live Shop is 54,8%. It means the result of this study indicates that there is a positive effects of Attitudes on Purchasing Decisions of Product Bundling on TikTok Live Shop. This shows that the more positive one’s attitude toward product bundling, the stronger one’s desire to decide to buy product bundling on TikTok Live Shop.