PENGARUH PRODUCT QUALITY, PRICE, DAN BRAND IMAGE TERHADAP PURCHASE DECISION BRAND GLAD2GLOW DI TIKTOKSHOP (STUDI KASUS MAHASISWA STIESIA SURABAYA)

Abstract

The brand Glad2Glow has a variety of skincare and cosmetic products with an affordable price and qualified ingredients.Furthermore, there is a competitor namely Skintific which has higher ratings; however, the sales of Glad2 Glow are higher than the brand. This research aims to find out and analyze the effect of product quality, price, and brand image on the purchasing decisions of Glad2Glow at the TikTok Shop. The study applied quantitatively with a comparative causal approach. Meanwhile, the data collection technique used questionnaires with a Likert scale. The population consisted of students of STIESIA Surabaya who used the Glad2Glow product with a minimum of twice purchasing. Moreover, the sampling technique used saturated sampling with 100 respondents as the sample. The data analysis technique used SPSS (Statistical Product and Service Solution) 26 version. The result shows that Product Quality has a positive and significant effect on the purchasing decisions of Glad2 Glow at Tiktok Shop. Likewise, the price has a positive and significant effect on the purchasing decisions of Glad2Glow at Tiktok Shop. Similarly, brand image has a positive and significant effect on the purchasing decisions of Glad2 Glow at Tiktok Shop.