INFLUEINCEI SOCIAL MEIDIA MARKEITING , SEIARCH EINGINEI OPTIMIZATION, AND EIMAIL MARKEITING ON PURCHASING DEICISIONS SCARLEITT PRODUCTS ON TIK TOK SHOP (CASEI STUDY ON GEIN Z IN BANJARGONDANG VILLAGEI , DISTRICT BLULUK , REIGEINCY (LAMONGAN )

Abstract

This study aims to analyzei thei influeincei of Social Meidia Markeiting , Seiarch EInginei Optimization (SEIO), and EImail Markeiting on purchasing deicisions for Scarleitt products at TikTok Shop, focusing on Gein Z in Banjargondang Villagei, Bluluk District, Lamongan Reigeincy. This study is motivateid by thei rapid deiveilopmeint of digital teichnology and thei increiasing treind of onlinei shopping through social meidia, eispeicially TikTok Shop. Thei reiseiarch meithod useid is a deiscriptivei quantitativei approach with data colleiction teichniqueis through queistionnaireis. Thei numbeir of reispondeints in this study was 100 peioplei seileicteid using purposivei sampling teichniqueis. Data analysis was carrieid out using validity teists, reiliability, classical assumptions, multiplei lineiar reigreission, t-teists and F-teists using SPSS softwarei.

Thei reisults of thei study show that partially and simultaneiously, social meidia markeiting , seiarch einginei optimization , and eimail markeiting havei a significant eiffeict on purchasing deicisions. Thei social meidia markeiting variablei is known to havei thei most dominant influeincei compareid to otheir variableis. This finding shows that an inteigrateid digital markeiting strateigy can drivei Gein Z consumeir purchasing deicisions, eispeicially in thei conteixt of social meidia-baseid ei-commeircei such as TikTok Shop .