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All Journal International Journal of Health, Economics, and Social Sciences (IJHESS) Jurnal Kolaboratif Sains
Nasrulhak Akkas
Fakultas Ekonomi Dan Bisnis, Universitas Muhammadiyah Palu
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Pengaruh Sosial Media Marketing dan Brand Image Terhadap Pembelian Produk Nasa pada Toko VCN Store Palu: The Influence of Social Media Marketing and Brand Image on Purchases of Nasa Products at the VCN Store, Palu Sarifuddin T; Nasrulhak Akkas; Irma Safitri A Janudin
Jurnal Kolaboratif Sains Vol. 8 No. 1: Januari 2025 - Jurnal Kolaboratif Sains (JKS)
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/jks.v8i1.6800

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing dan brand image terhadap keputusan pembelian pada Toko Vidia Cindya Novita Store Palu. Penelitian ini menggunakan data primer yang dikumpulkan melalui kuesioner dari 78 responden pelanggan toko. Teknik analisis data menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa social media marketing dan brand image secara simultan berpengaruh signifikan terhadap keputusan pembelian. Secara parsial, social media marketing dan brand image masing-masing berpengaruh positif dan signifikan terhadap keputusan pembelian. Social media marketing memberikan kontribusi yang efektif dalam membangun kesadaran merek dan mempengaruhi sikap konsumen. Sementara brand image yang positif dapat meningkatkan kepercayaan dan preferensi konsumen terhadap produk. Kesimpulannya, social media marketing dan brand image merupakan faktor penting yang perlu diperhatikan oleh toko dalam upaya meningkatkan keputusan pembelian konsumen.
The Influence of E-Service Quality, Product Authenticity, and Delivery Speed on Consumer Satisfaction in TikTok Shop Seni Amelia Laode Saniharu; Sarifuddin T.; Nasrulhak Akkas
International Journal of Health, Economics, and Social Sciences (IJHESS) Vol. 8 No. 3: July 2026 - International Journal of Health, Economics, and Social Sciences (IJHESS)
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/ijhess.v8i3.11977

Abstract

This study aims to determine the influence of E-Service Quality, product authenticity, and delivery speed on consumer satisfaction at TikTok Shop. This research used a quantitative approach involving 180 students from the Faculty of Economics and Business at Universitas Muhammadiyah Palu as respondents, selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression. The results of the study indicate that E-Service Quality does not have a significant effect on consumer satisfaction, while product authenticity and delivery speed have a positive and significant effect on consumer satisfaction. Simultaneously, the three variables significantly influence consumer satisfaction, with product authenticity being the most dominant factor.
Co-Authors Irma Safitri A Janudin Sarifuddin T Sarifuddin T. Seni Amelia Laode Saniharu