PENGARUH HARGA, KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK SHOP (STUDI PADA GEN Z KECAMATAN JAMBI LUAR KOTA KABUPATEN MUARO JAMBI)

Abstrak

In the era of globalization, many changes and developments have occurred in the modern business
world. Technological developments and even lifestyles. Likewise, the internet has had a positive
impact on the business and marketing world, many currently use the internet as an e commerce
marketing tool. One phenomenon that has attracted attention is the presence of TikTok Shop, a
feature in the TikTok social media application that only functions as a platform for sharing
entertainment content, but has become an e-commerce platform that is able to influence purchasing
decisions in Gen Z, Jambi Luar Kota District, Muaro Jambi Regency. The method used in this study
is a quantitative method and the data analysis method used is the coefficient of determination test.
The number of samples in this study was 100 people using a non-probability sampling technique,
namely stratified sampling. Data collection through distributing questionnaires, observation,
interviews, and documentation. The results of the study show that price (X1) does not have a
significant effect on purchasing decisions at TikTok shop in Gen Z, Jambi District, Outside the City,
Muaro Jambi Regency. Product quality (X2) shows that there is a significant positive effect on
purchasing decisions at TikTok shop in Gen Z, Jambi District, Outside the City, Muaro Jambi
Regency. Brand image (X3) shows that there is a significant positive effect on purchasing decisions
at TikTok shop in Gen Z, Jambi District, Outside the City, Muaro Jambi Regency. Simultaneously,
product quality and brand image have a positive
and significant effect on purchasing decisions at TikTok shop in Gen Z, Jambi District, Outside the
City, Muaro Jambi Regency.