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Meidiana
Institut Ilmu Sosial dan Manajemen STIAMI
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Promosi Digital Melalui Media Sosial TikTok Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Akun Media Sosial TikTok GD Jeans Store Di Jakarta Utara Sylvia Rahmah; Meidiana
JAMBIS : Jurnal Administrasi Bisnis Vol. 6 No. 1: Februari 2026
Publisher : JAMBIS : Jurnal Administrasi Bisnis

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Abstract. This study aims to analyze the influence of digital promotion (X1) through TikTok and product quality (X2) on purchasing decisions (Y) at the GP Jeans Store TikTok account in North Jakarta. Digital promotion (X1) through TikTok is currently an effective marketing strategy, especially for young consumers from the millennial and Gen Z generations. Furthermore, product quality (X2) is also a key consideration in purchasing decisions (Y). This study used a quantitative approach with a survey method, using a questionnaire administered to 180 respondents who were active TikTok users. Data analysis was conducted using multiple linear regression to determine the simultaneous and partial effects of the two independent variables on the dependent variable. The results showed that digital promotion (X1) through TikTok and product quality (X2) had a positive and significant effect, both partially and simultaneously, on consumer purchasing decisions (Y). Therefore, the integration of digital promotion strategies (X1) and improved product quality (X2) can be key to improving consumer purchasing decisions (Y) in today's digital era. Keywords: Digital Promotion, TikTok, Product Quality, Purchasing Decision, GP Jeans Store, North Jakarta
Pengaruh Harga Jual Brand Image Terhadap Minat Beli Produk Makeup Barenbliss Di Jakarta Utara Dewi Iklima Agustin; Meidiana
JAMBIS : Jurnal Administrasi Bisnis Vol. 5 No. 4: Agustus 2025
Publisher : JAMBIS : Jurnal Administrasi Bisnis

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The beauty industry, particularly makeup products, has experienced rapid growth in Indonesia, dominated by South Korean brands such as Barenbliss. The strong K-Beauty phenomenon and the increasing popularity of these products necessitate understanding factors influencing consumer purchase intention. This study investigated the influence of selling price and brand image on consumers’ purchase intention of Barenbliss makeup products in North Jakarta. A quantitative approach with a causal-associative design was employed. Data were obtained through questionnaires administered to 115 female respondents. The analysis included tests for validity, classical assumptions, and hypotheses using SPSS version 24. The results revealed that both selling price and brand image exert a positive and significant effect on purchase intention, both individually and jointly. The coefficient of determination (R²) of 0.813 indicated that 81.3% of the variance in purchase intention is explained by these two variables, with brand image emerging as the most influential factor. Keywords: Selling Price, Brand Image, Purchase Intention
Co-Authors Dewi Iklima Agustin Sylvia Rahmah