The Influence of Influencer Marketing, Brand Image, and Product Quality on Purchase Decision for Local Fashion Product on The Tiktokshop Platform
Pengaruh Influencer Marketing, Brand Image, dan Kualitas Produk Tehadap Keputusan Pembelian Produk Fashion Lokal di Platform Tiktok Shop
DOI:
https://doi.org/10.21070/ups.10445Keywords:
Influencer Marketing, Brand Image, Product Quality, purchasing decisionAbstract
The development of digital technology and social media has changed the way people buy goods and how companies advertise. One method frequently used is influencer marketing, which is promotion through people with large social media followers to persuade people to buy goods. This study aims to observe and analyze the impact of brand image, influencer marketing, and product quality on the decision to purchase local fashion products on TikTok Shop. The method used is quantitative research by sending questionnaires to 100 people in Sidoarjo who have purchased local fashion products through TikTok Shop. The sampling technique used is purposive sampling. Data were analyzed using validity and reliability tests, followed by classical assumption tests, multiple linear regression tests, T-tests, and coefficient of determination tests using the SPSS version 26 program.
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