The Influence of E-WOM, Product Quality and Brand Image Towards Purchase Decisions on TikTok Shop (Case Study of Jiniso Jeans)
Pengaruh E-WOM, Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian di TikTok Shop (Studi Kasus Jiniso Jeans)
DOI:
https://doi.org/10.21070/ups.7655Keywords:
E – WOM, Product Quality, Brand Image, Purchasing DecisionAbstract
This research methodology is based on a descriptive quantitative approach, where the population includes all users of Jiniso Jeans Sidoarjo products, and a sample set is 100 people. The sample was selected using purposive sampling technique, in the demographics of men and women over 17 years old who have purchased Jiniso Jeans products on the TikTok Shop platform. Data was collected using a questionnaire, and a Likert scale was used to measure the answers. Data analysis was carried out the PLS-SEM method using SmartPLS 3.0 software. The results of the studi showed that E-WOM has an effect on purchasing decisions on Jiniso Jeans products at TikTok Shop, Product Quality has an influence on purchasing decisions on Jiniso Jeans products at TikTok Shop, and Brand Image influences purchasing decisions on Jiniso Jeans products at TikTok Shop.
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