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

Author #1

Hammas Az Zakkiy

Author #2

Liza Nora

Author #3

Siti Hafnidar Harun

no article

210

Files

44_Hammas%20zakkiy.pdf

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 1, 2025, https://insyma.org/proceedings/items/show/210.

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