Pengaruh Digital Marketing dan Brand Image Terhadap Keputusan Pembelian Baju Muslim Obifa Collection di Live Tiktok Shop. (The Influence of Digital Marketing and Brand Image on the Decision to Buy Muslim Clothes Obifa Collection on Live Tiktok Shop).

Thoyibah, Nur Afeni (2024) Pengaruh Digital Marketing dan Brand Image Terhadap Keputusan Pembelian Baju Muslim Obifa Collection di Live Tiktok Shop. (The Influence of Digital Marketing and Brand Image on the Decision to Buy Muslim Clothes Obifa Collection on Live Tiktok Shop). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Urrently, the rapidly growing fashion industry has led to increasingly fierce competition, forcing business actors to continuously innovate and create trendy fashion designs while maintaining their brand to stay competitive. This research aims to determine the influence of Digital Marketing and Brand Image on the purchasing decisions of Obifa Collection's Muslim clothing on Live TikTok Shop. This study employs a quantitative research method, with data collection techniques involving numbers obtained from questionnaires, which are then processed into statistical data. The population in this study comprises all consumers who purchase Obifa Collection's Muslim clothing on Live TikTok Shop, with a sample size of 100 respondents.The results of this study demonstrate that the Digital Marketing variable (X1) has a partial influence on the Purchase Decision variable comprises all consumers who purchase Obifa Collection's Muslim clothing on Live TikTok Shop, and the Brand Image variable (X2) also has a partial influence on the Purchase Decision comprises all consumers who purchase Obifa Collection's Muslim clothing on Live TikTok Shop,. Furthermore, the Digital Marketing (X1) and Brand Image (X2) variables together have a positive and significant influence on the Purchase Decision comprises all consumers who purchase Obifa Collection's Muslim clothing on Live TikTok Shop,. The conclusion of this research is that the independent variables, namely Digital Marketing and Brand Image, have an influence on Purchase Decision. decisions of Obifa Collection's Muslim clothing on Live TikTok Shop.

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