The Effect of Product Quality and Social Media Marketing on the Tiktok Application on Purchase Decisions (Study on Moisturizer Users Glad2glow)
DOI:
https://doi.org/10.31851/jmwe.v23i1.21282Keywords:
Product Quality, Social Media Marketing, Purchasing DecisionAbstract
This study aims to analyze the effect of product quality and social media marketing on the TikTok application on purchasing decisions of Glad2Glow moisturizer. The research method used is a quantitative approach. The sampling technique employed is non-probability sampling using purposive sampling, with a total sample of 100 respondents who are users of Glad2Glow moisturizer and active users of the TikTok application. The data analysis techniques used in this study include the t-test, F-test, and multiple linear regression analysis. The results of the t-test indicate that product quality has a positive and significant effect on the purchasing decisions of Glad2Glow moisturizer. In addition, social media marketing on the TikTok application also has a positive and significant effect on purchasing decisions. The results of the F-test show that product quality and social media marketing simultaneously have a significant effect on the purchasing decisions of Glad2Glow moisturizer.
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