PENGARUH TERPAAN PROMOSI DI MEDIA SOSIAL TIKTOK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA (Studi Pada Followers Akun Tiktok @Welovehonda)

The development of digital technology has encouraged companies to utilize social media as an effective promotional tool. One of the popular platforms is TikTok, which has a wide user base and presents interactive content. This study aims to analyze the influence of promotions conducted by the TikTok account @Welovehonda on the purchase decisions of Honda motorcycles by its followers. The study employs an explanatory research method with a quantitative approach. The population of this study comprises all followers of the TikTok account @Welovehonda, totaling 1,700,000 accounts. The researcher used the simple random sampling technique with the Slovin method, resulting in a minimum sample size of 95 respondents. Data were collected using a questionnaire distributed online via Google Forms and analyzed using multiple regression analysis with SPSS version 23.
The results show that promotions through the TikTok account @Welovehonda positively impact purchase decisions. Perceptions of promotional content scored an average of 4.21, categorized as very good, indicating that the content presented is informative and relevant to the audience. Consumer purchase decisions also scored an average of 4.21, which is in the very good category, indicating that promotional content influences consumers in choosing Honda products. Regression analysis revealed a positive and significant influence of TikTok promotions on purchase decisions, with a regression coefficient of 0.67. This finding indicates that every one-unit increase in promotional effectiveness leads to a 67% increase in purchase decisions, with the promotional variable contributing 50% to purchase decisions.
In conclusion, promotions through TikTok have proven to be an effective marketing strategy in influencing the purchase decisions of Honda motorcycles. Companies are advised to enhance consumer interaction through live events, develop creative content based on current trends, and expand future studies to explore other factors influencing consumer purchase decisions.