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Oetarjo, Mas
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Pengaruh Influencer Marketing, Brand Image, dan Kualitas produk Terhadap Keputusan Pembelian Produk Fashion Lokal di Platfrom Tiktokshop Wahyu Layyinah, Zahrotul; Hariasih, Misti; Oetarjo, Mas
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 3 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i3.11329

Abstract

 The development of digital technology and social media has changed the way people buy goods and how companies advertise. One method frequently used is influencer marketing, which is promotion through people with large social media followers to persuade people to buy goods. This phenomenon has become increasingly popular due to the TikTok Shop feature, which has become a place for local brands to sell products, especially to the younger generation. This study aims to observe and analyze the impact of brand image, influencer marketing, and product quality on the decision to purchase local fashion products on TikTok Shop. The method used is quantitative research by sending questionnaires to 100 people in Sidoarjo who have purchased local fashion products through TikTok Shop. The sampling technique used is purposive sampling. Data were analyzed using validity and reliability tests, followed by classical assumption tests, multiple linear regression tests, T-tests, and coefficient of determination tests using the SPSS version 26 program. The results of this study show that the three factors: influencer marketing, brand image, and product quality have a positive and significant influence on purchasing decisions. These findings demonstrate that the right digital marketing strategy, a strong brand image, and high-quality products can boost purchasing power and increase the competitiveness of local brands in the digital era.
Co-Authors Aditya, Mita Alshaf Pebrianggara Ananda, Kharisma Andani, Retno Aprianto, Kurniawan Sova Aprilia, Siska Rizki Arianti, Dhea Wulan Ashari, Billa Laura Dewi Komala Sari Eko Satriyo Hadi Nata Faizi, Ahmad Nur Febriansyah, Rizky Eka Febrianti, Yeti Fitria, Ina Haniifah, Sherliy Putri Haq, Masyithoh Faarisatul Hidayati, Ade Irma Huda, Raden Muhammad Syamsul Ilmiah, Qhifdina Komala Sari, Dewi Kumara Adji Kusuma Kurnia, Fahreza Putra Rafliansyah Kurniawan, Achmad Riski Layyina, Almira Rizky Lilik Indayani Malau, Rona Mala Shalsabella Masri, Meriska Rossana Yanuar Maulana, Mochamad Luthfi Misti Hariasih Mochamad Rizal Yulianto Muhammad Yani, Muhammad Nurlaila, Rahma Nurvita, Qur’ani Octavia, Rena Salsabil PRAMESWARI, KARINA Prasiwi, Ferra Puspa Prastyo, Habib Eko Putri, Diva Maharani Rachman, Mohammad Arief Rahmayanti , Siti Rahardhini Dwi Rischawati, Novita Rita Ambarwati Sukmono Rohmadhani, Salsabela Diniarti Sabrina, Herdina Saptarianto, Bayu Alief Sari, Netta Try Pustika Sudarso, Satrio Sumartik Syahputri, Denisa Firlian Syofia, Khalimatus Tina, Eli Agus Tristanti, Denia Ummah, Roviqotul Wahyu Layyinah, Zahrotul Yulianto, Mochammad Rizal ZUHRIYAH, ISMATUL ‘Aini, Jafnah Kamilah