The influence of live streaming, affiliate marketing and discounts on TikTok Shop purchasing decisions among Darul Ulum University students

The purpose of the research conducted by researchers is to determine the partial and simultaneous influence between live streaming, afilliatte marketing and discounts on purchasing decisions for TikTok shop at Darul Ulum University students.
This research uses a quantitative approach. The data source in the study used primary data where the data collection method used a questionnaire, researchers also used secondary data obtained from journals and from the Academic Administration Bureau of Darul Ulum University. The population in this study are students of Darul Ulum University Jombang Class of 2021-2024 who have shopped through live streaming, affilliatte marketing and have used discounts at TikTok Shop. The sampling technique in this study used purposive sampling method. The sample in this study were 97 respondents. The data analysis technique used is multiple linear regression analysis.
In this study, based on the t test conducted, it shows that the live streaming variable (X1) has no partial effect on purchasing decisions (Y), affilliatte marketing (X2) has no partial effect on purchasing decisions (Y), and discounts (X3) affect purchasing decisions (Y). Through the F test, it is known that simultaneously the independent variable affects the dependent variable. The Adjuster R Square number is 0.342 or 34.2%, while 68.8% is influenced by other variables that are not related to the dependent variable.
Keywords: streaming, afilliatte, discount and purchase