Analisis Pengaruh Online Customer Rating, Influencer Marketing dan Desain Produk terhadap Keputusan Pembelian Produk Fashion Jiniso pada Tiktok Live (Studi Kasus pada Followers @Jiniso.id di Tiktok)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Tri Bhakti
Author
Fadilah, Fadilah
Subject
Manajemen Pemasaran
Datestamp
2024-08-23 10:25:49
Abstract :
This research aims to determine the influence of online customer ratings, influencer marketing and product design on Jiniso's fashion product purchase decision on Tiktok. The population in this study is followers on the Tiktok account @Jiniso.id, the population in this study is 2.8 million while the sample is 100 respondents. The sampling technique uses purposive sampling using the respondent's criteria, namely the respondent's age of 16-35 years, who has followed the tiktok account @Jiniso. Id and who have bought at least once. Data processing using the SPSS program ver. 25. The results of the study showed that partially online customer ratings, influencer marketing and product design each had a positive and significant effect on Jiniso's fashion product purchase decision on Tiktok. In the independent variable that most dominantly affects the purchase quality is product design, because it has the largest beta value of 0.334 and a significance value of 0.000. Simultaneous test results (Test f) show that online customer ratings, influencer marketing and product design simultaneously influence the purchase decision of Jiniso fashion products on Tiktok
This research aims to determine the influence of online customer ratings, influencer marketing and product design on Jiniso's fashion product purchase decision on Tiktok. The population in this study is followers on the Tiktok account @Jiniso.id, the population in this study is 2.8 million while the sample is 100 respondents. The sampling technique uses purposive sampling using the respondent's criteria, namely the respondent's age of 16-35 years, who has followed the tiktok account @Jiniso. Id and who have bought at least once. Data processing using the SPSS program ver. 25. The results of the study showed that partially online customer ratings, influencer marketing and product design each had a positive and significant effect on Jiniso's fashion product purchase decision on Tiktok. In the independent variable that most dominantly affects the purchase quality is product design, because it has the largest beta value of 0.334 and a significance value of 0.000. Simultaneous test results (Test f) show that online customer ratings, influencer marketing and product design simultaneously influence the purchase decision of Jiniso fashion products on Tiktok
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