The Role of Tiktok Content in Influence Product Quality and Brand Image on Purchasing Decision
Dublin Core
Title
The Role of Tiktok Content in Influence Product Quality and Brand Image on Purchasing Decision
Creator
Hammas Az Zakkiy, Liza Nora, Siti Hafnidar Harun
Proceedings Item Type Metadata
meta_title
The Role of Tiktok Content in Influence Product Quality and Brand Image on Purchasing Decision
Abstract/Description
This research analyzes consumer purchasing decisions regarding the Erigo brand and its determining factors. Survey data was collected using a purposive sampling technique from 196 Erigo brand respondents. Questionnaires were distributed via Google form to consumers who live in Jabodetabek. The data were analyzed using Structural Equation Model (SEM), with WarPLS. The research results show that product quality, brand image, and tiktok content significantly influence purchasing decisions, however, as moderation, tiktok content does not determine the influence of product quality and brand image on purchasing decisions.
publication_date
2024/06/15
pdf_url
https://insyma.org/proceedings/files/original/articles/44_Hammas%20zakkiy.pdf
abstract_html_url
https://insyma.org/proceedings/items/show/210
keywords
Tik Tok Content, Product Quality, Brand Image, Purchase Decision
firstpage
252
lastpage
256
issn
3047-857X
conference
Proceedings of the International Symposium on Management (INSYMA)
Volume
21
publisher_name
Fakultas Bisnis dan Ekonomika, Universitas Surabaya
no article
210
Files
Citation
Hammas Az Zakkiy, Liza Nora, Siti Hafnidar Harun, “The Role of Tiktok Content in Influence Product Quality and Brand Image on Purchasing Decision,” Proceedings of the International Symposium on Management (INSYMA), accessed July 22, 2025, https://insyma.org/proceedings/items/show/210.