Pengaruh Kualitas Produk terhadap Keputusan Pembelian Brand Jiniso dengan Brand Image sebagai Variabel Moderasi pada Konsumen yang Berbelanja pada Tiktokshop

Abstract

This study aims to determine the effect of product quality on purchasing decisions for consumers who shop at TikTokShop and the effect of product quality on purchasing decisions with brand image as a moderating variable. The research method used in this research is descriptive quantitative with convenience sampling method. The sample in this study amounted to 500 subjects. Data collection using a Likert scale, namely the product quality scale, purchasing decision scale, and brand image scale. The data analysis method uses simple regression analysis method and also moderated regression analysis. The results obtained in this study are that there is an effect of product quality on purchasing decisions for the jiniso brand with a T value of 37.538. The magnitude of the effect of product quality on purchasing decisions in this study is 73.9% and the results of moderation regression analysis obtained a regression coefficient value of 0.021 and sig 0.00 which can be concluded that the moderation variable moderates the effect of product quality on purchasing decisions.