Influence of Product Quality on Purchase Decisions via TikTok Shop: A Conceptual Framework
DOI:
https://doi.org/10.21009/ISC-BEAM.013.86Keywords:
product quality, purchase decisions, tiktokshop, sattka basicAbstract
This study aims to analyze the effect of product quality on consumer purchasing decisions on Sattka Basic products through the TikTok Shop platform, with a focus on students of the Economics and Administration Study Program at Universitas Negeri Jakarta. In today's digital era, social media platforms such as TikTok not only function as entertainment media, but also become effective marketing tools. Product quality is an important factor that influences purchasing decisions, as consumers tend to choose products that meet their needs and expectations. Sattka Basic's flagship products, such as the Airflow Kaos Pashmina, are known for their cool, soft, non- slip and functional materials, making them a favorite choice of consumers. This research is expected to prove that product quality plays an important role in influencing student purchasing decisions, as well as providing insight for businesses in formulating more effective marketing strategies through TikTok Shop. The results of this study can also contribute to studies related to consumer behavior in the digital era.
References
Agung, S., Asdi, & Hidayat, M. (2023). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Produk Minuman Kopi (Studi Pada Warkop Bundu Balai Aroeppala di Kota Makassar). Jurnal Ilmiah Bongaya, 7(1), 1–10. Retrieved from https://ojs.stiem- bongaya.ac.id/JIB/article/view/465
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotler, P. and G. A. (2016). Prinsip-prinsip Pemasaran. Jilid 1 (Edisi 13). Erlangga
(Rahma Khairuna & Satrio, n.d.). THE INFLUENCE OF CONTENT MARKETING, LIVE STREAMING AND E-WOM ON PURCHASING DECISIONS FOR CONSUMERS OF SATTKA BASICPRODUCTS VIA TIKTO SHOP. https://proceeding.unikal.ac.id/index.php/febic/issue/view/32=
Rina, A., & Agustina, E. (2020). Pengaruh Kualitas Produk terhadap Keputusan Pembelian Konsumen. Jurnal Manajemen, 11(4), 200-213.
Sadiki, T., & Dwiyanti, R. (2021). Pengaruh Penggunaan Video TikTok dalam Mempromosikan Produk. Jurnal Teknologi Informasi, 5(3), 105-117.
Setiawan, A. (2021). Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Online di Era Digital. Jurnal Pemasaran Digital, 14(2), 89-102.
Tjiptono, F. (2015). Strategi Pemasaran. Yogyakarta: Andi.
Tjiptono, F., & Chandra, G. (2016). Service, Quality, & Satisfaction. Yogyakarta: Andi.
Widjaja et al., ( 2017 ). PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI RUMAH MAKAN KAMPOENG SAWAH KABUPATEN BANDUNG. https://doi.org/10.35313/ekspansi.v9i1.563
