SUSTAINABLE HR PRACTICES: INTEGRATING ESG (ENVIRONMENTAL, SOCIAL, GOVERNANCE) GOALS IN HUMAN RESOURCE MANAGEMENT

Abstract

The purpose of this study was to determine the effect of promotion, trust and brand image on purchasing decisions for users of the TikTok shop application in Samarinda City. This study aims to determine the effect of perceived promotion, trust, and brand image on purchasing decisions for the TikTok shop application in Samarinda City. The strategy used in this research is a quantitative research strategy. The population and sample of this study were tiktok shop users who had shopped online at tiktok shop more than once, totaling 100 respondents using purposive sampling. The analysis methods used are validity test, reliability test, normality test, heteroscedasticity test, partial test and coefficient of determination analysis. The results showed that the Promotion variable had a significant effect on purchasing decisions, the Trust variable had a significant effect on purchasing decisions and the Brand Image variable had a significant effect on purchasing decisions.