PENGARUH PROMOSI DAN MINAT BELI JILBAB TERHADAP PENGGUNAAN APLIKASI TIKTOK SHOP PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS ISLAM TAHUN ANGKATAN 2020 UIN RADEN FATAH PALEMBANG

Abstract

The TikTok application is widely used for creativity to business by the public. Because of the large number of
TikTok users, the TikTok Shop feature was created to attract buyers, especially students, by doing promotions.
One of the products that can be purchased on TikTok Shop is the hijab. This study aims to find out whether there
is an influence of promotion and buying interest on the use of TikTok Shop in students of the Faculty of Economics
and Islamic Business specifically for the class of 2020. This research was conducted on active students of the
Faculty of Economics and Islamic Business in the class of 2020 UIN Raden Fatah Palembang. The type of research
used quantitative research, where this research is based on findings achieved using statistical data collection. So
that the data used comes from giving a questionnaire of 250 samples that meet the creteria. From the results of
research on the t test, it shows that promotion and interest in buying hijab partially has a significant positive effect
on the use of Tiktok Shop. In the F test, promotion and interest in buying hijab simultaneously had a significant
positive effect on the use of TikTok Shop.