Aqiila, Jauzaa Ronaa Nuur (2025) Analisis Pengaruh Influencer Marketing, Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Glad2Glow Perfect Cover Cushion Pada Aplikasi Tiktok Shop. (Analysis of the Influence of Influencer Marketing, Brand Image, and Product Quality on Purchasing Decisions for Glad2Glow Perfect Cover Cushion Products on the TikTok Shop App). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to analyze the influence of Influencer Marketing, Brand Image, and Product Quality on the Purchase Decision of Glad2Glow Perfect Cover Cushion among Generation Z TikTok Shop users in Surabaya. Using a quantitative survey approach, data were collected from 101 purposively selected respondents who had purchased the product via TikTok Shop. The data were processed through validity and reliability tests, classical assumption tests, multiple linear regression, coefficient of determination, and t- and F-tests. The results show that Influencer Marketing, Brand Image, and Product Quality jointly have a significant effect on Purchase Decision. Partially, Influencer Marketing has a negative and significant effect, while Brand Image and Product Quality have positive and significant effects, with Product Quality being the most dominant factor. These findings indicate that although influencer promotions are important, Generation Z consumers place greater emphasis on product quality and brand perception when making purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Influencer Marketing, Brand Image, Product Quality, Purchase Decision, TikTok Shop, Generation Z |
| Subjects: | H Social Sciences > H Social Sciences (General) J Political Science > JS Local government Municipal government |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212200166 Jauzaa Ronaa Nuur Aqiila |
| Date Deposited: | 13 Jul 2026 03:14 |
| Last Modified: | 15 Jul 2026 02:20 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/44045 |
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