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Yulasmi
Universitas Putra Indonesia YPTK Padang
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Journal : journal educational research and development

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Pengaruh Brand Image, Diskon Dan Kualitas Produk Terhadap Keputusan Pembelian Tas Melalui Harga Pada Aplikasi Online Shop (Tiktok Shop) Anggun Mardiyah; Yulasmi; Deni Saputra
Journal Educational Research and Development | E-ISSN : 3063-9158 Vol. 1 No. 3 (2025): Januari - Maret
Publisher : GLOBAL SCIENTS PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jerd.v1i3.282

Abstract

This research aims to test how much influence brand image, discounts and product quality have on bag purchasing decisions via price in the online shop application (Tiktok Shop). This research is quantitative research. The data collection method is through distributing questionnaires. This sampling technique uses a non-probability sampling technique with a convenience sampling technique using the Slovin formula. The analytical methods used are path analysis, partial least squares (PLS) analysis, outer model, inner model and hypothesis testing, data processing in research using the SmartPLS 3.0 software program. The results of the research can be concluded that there is a positive and significant influence between Brand Image and Price among students majoring in management at Putra Indonesia University "YPTK" Padang Bp 2021 who use Tiktok Shop. There is a positive and significant influence between discounts on prices for students majoring in management at Putra Indonesia University "YPTK" Padang Bp 2021 who use the Tiktok Shop. There is a positive and significant influence between work discipline on prices for students majoring in management at Putra Indonesia University "YPTK" Padang Bp 2021 who use Tiktok Shop. There is a positive and significant influence between Brand Image on purchasing decisions for students majoring in management at Putra Indonesia University "YPTK" Padang Bp 2021 who use Tiktok Shop. There is a positive and significant influence between discounts on purchasing decisions for students majoring in management at Putra Indonesia University "YPTK" Padang Bp 2021 who use Tiktok Shop. There is a positive and insignificant influence between product quality on purchasing decisions for students majoring in management at Putra Indonesia University "YPTK" Padang Bp 2021 who use Tiktok Shop. There is a positive and insignificant influence between price on purchasing decisions for students majoring in management at Putra Indonesia University "YPTK" Padang Bp 2021 who use Tiktok Shop. There is a positive and insignificant influence between brand image on purchasing decisions through price as an intervening variable for students majoring in management at Putra Indonesia University "YPTK" Padang Bp 2021 who use Tiktok Shop. There is a positive and insignificant influence between discounts on purchasing decisions through price as an intervening variable for students majoring in management at Putra Indonesia University "YPTK" Padang Bp 2021 who use Tiktok Shop. There is a positive and insignificant influence between product quality on purchasing decisions through price as an intervening variable for students majoring in management at Putra Indonesia University "YPTK" Padang Bp 2021 who use Tiktok Shop.
Co-Authors A.Z, Bambang, Adila Rahmatul Khaira Agam Mei Yudha Agung Kurniawan Ahmad Sunafis Al Haziz Ai Elis Karlinda Aima, Muhammad Havidz Alvinanda , M Hafiz Ananda Putri, Fadilla Andri B, Alza Syofyan Andrianto, Awi Anggun Mardiyah Aniska, Susila Anisyah, Fika Anjaya, Fanny Agarista Anoesyirwan Moeins Ardana, Putri Laras Arif Annaufal Azri Arrijalul Fikry Asmanella Asmanella Asriana Ismi Aziz, Yanelsis Nurmala Azizi, Putri Bayu Pratama Azka Bayu Pratma Azka Bismark, Irma Auliyah Bona Raja Saputra Siregar Charli, Chintya Ones Dalila Putra Della Asmaria Putri Deni Saputra Deni Saputra Deshaspitri, Deshaspitri Dimas Perdana Oscar Dinal Adriansyah Dodi Guswandi Dodi Suryadi Donly Wance Lubis Dwi Kiki Enjela Edgina, Dea Elfiswandi, Elfiswandi Emil Salim Erwin Erwin Fadila Nanda Putri Fadilla Ananda Putri Fahrel Alfais A. Fahrurrozi Al-Ambari Fajar Fajar Febri Aldi Finola Fiftem Eka Putri Finola, Finola Fitri Yeni, Fitri Gusra, Wido Novaldi Hanifah Afdisya Hapzi Ali Hapzi Ali Harry Theozard Fikri Hasmaynelis Fitri Hasmita Sari Hilda Mary Himawan, Muhammad Reza Iglen, Orri Farqhan Indriyenni, Indriyenni Irfan Perdana Dinata Irma Yohana Irvandhel, Muhammad Isra Tiareta Juwita, Patrisia Khaira Septia Annisa Khairi, Awalul Kurniati, Era Tri Suci Lila Desmita Sari Lusiana Lusiana Lusiana Lusiana Lusiana Mardhatila Fitri Sopali Masrida Zasriati Masrida Zasriati, Masrida Menhard Meswantri Meswantri Mia Austina Anggraini Moeins, Anoesyirwan Muhammad Farhan Muhammad Irvandhel Muhammad Ridwan Muhammad, Hammar Faris Mutiya Fadliana Mutiyah Khansa Nadia Dwi Harini Nandan Limakrisna Nava Kurnia Mulia NILA PRATIWI Nofriadi Novriadi Fernando Nurlatifa Salsa Tasnima Oka Sulistiyo Okta Sari Heppy Putri Olivia Permata Saria Oska, Dimas Perdana r Ottar, Zuhroh Sadeptusia Perdana Oscar, Dimas Prakasa, Tri Matra Pratama, M. Emeraldo Pratama, Rizky Aditya Putra, Ramdani Bayu Putra. J, Jefri Candra Putri, Mardifa Wahyu Putri, Yane Rafika Putri Rafki, Rafnelly Rahayu, Witri Rahmadani Hidayat Rahman, Montela Nove Ramadhan, Muhamad Fikri Rengga Wana Putra Reni Rafki Revina Marlin Rezki, Rahmat Zainul Rika Rohim Rika Wulandari Rikke Yesi Putri Roif, Fadhil Santoso, Tata Saputra, Aldi sari rahmadani Sari, Rr Putri Intan Permata Sarjon Defit SELFI HASTRIA NINGSIH Septiano, Renil Setiawan, Suhendra Shalsabillah, Ade Rahmadilla SIGIT SANJAYA, SIGIT Suherdian Septa Sarianja Sulistiyo , Oka susanti, Tuti Susriyanti, Susriyanti Suzana, Harry Syafri Arlis Syafwandi Tata Santoso Teguh Arifianto Tiareta, Isra Toha Prayuda Tri Shalbi Mardinata Valani, Silvia Veri , Jhon Veri, Jhon Vicky Brama Kumbara Warena, Athoriq Aulia Weriframayeni, Annisa Yamasitha Yanto, Musli Yeki Candra Yolanda Oktarina Yolanda Oktarina Yulianis Yulianis Yulianis Yulianis Yuretno Zaskia Yusvi Diana Yusvi Diana Zefri Yenni Zefri Yenni Zefriyenni Zefriyenni Zefriyenni Zefriyenni Zefriyenni Zefriyenni Zefriyenni, Zefriyenni Zul Irfan Harun