Pengaruh Kualitas Produk dan Kesadaran Merek pada Keputusan Pembelian Produk BitterSweet by Najla pada AKun Tiktok (Studi Kasus pada Followers Akun Tiktok @bittersweetbynajla)

Kurniawati, Tri (2025) Pengaruh Kualitas Produk dan Kesadaran Merek pada Keputusan Pembelian Produk BitterSweet by Najla pada AKun Tiktok (Studi Kasus pada Followers Akun Tiktok @bittersweetbynajla). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine the effect of product quality and brand awareness on purchasing decisions for bittersweetbynajla products on Tiktok accounts. The population in this study were followers on the Tiktok accounts @bittersweetbynajla, the population in this study was 12.12 million, while the sample size was 105 respondents. The sampling technique used purposive sampling using the criteria of respondents aged 15-35 years who had followed the Tiktok accounts @bittersweetbynajla and who had purchased bittersweetbynajla products at least once. Data processing used the SPSS ver.25 program. The result of the study showed that partially product quality and brand awareness each had a positive and significant effect on purchasing decisions for bittersweetbynajla products on Tiktok. In the independent variable, product quality in (t-test) was the most dominant influence on purchasing decisions. the result of the partial test (t-test) of product quality with a significance level of 5% showed a significant result of 0.003 < 0.05, which means that product quality had a significant and significant effect on purchasing decisions. While the results t (test) of brand awareness show a significance of 0.000 < 0.005, which means that brand awareness has a significant influence on purchasing decisions. For the simultaneous test (f test) with a significant rate of 5%, the result show a significant of 0.000 < 0.05, meaning that product quality and brand awareness simultaneounsly influence the purchasing decision of bittersweetbynajla product. In the result of the coefficient of determination test, the coefficient of determination is 0.609, which is 0<R<1, meaning 60.9% of the coefficient of determination can be interpreted that the variables of product quality and brand awareness explain the purchasing decision variable by 60.9%, while the rest (100 - 60.9%) is 39.1%, which can explain that purchasing decisions are influenced by other varibles outside the independent variables studied.

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