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All Journal Jurnal Ekonomi dan Manajemen Indonesia JUPADAI : Jurnal Pengabdian Kepada Masyarakat
M Khoiri
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Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Citra Merek, Kualitas Produk, Dan Pengalaman Pelanggan Terhadap Keputusan Pembelian Noera Collagen Drink Di Tiktok Miftachul Hasanah S; M Khoiri
JEMI is managed and published by the Management Study Program, Faculty of Economics and Business, Kutai Kartanegara University. Institutional legality is reflected in the ISSN number: 1411-9560 published by LIPI in 2003 as a manifestation of the comm Vol 24 No 1 (2024)
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53640/jemi.v24i1.1452

Abstract

This research aims to investigate the influence of brand image, product quality and customer experience on purchasing decisions for Noera Collagen Drink on TikTok. The population of this research is the people of Sagulung, Batam City who use Noera Collagent Drink products in 2023, the exact number of which is not known. The sampling technique used the Jacob Cohen formula, which resulted in 204 respondents who were selected deliberately. The data analysis process involves a series of steps, including data quality testing, classical assumption testing, and hypothesis testing. The results of multiple linear regression analysis show that brand image has an influence of 35.5% on purchasing decisions. Product quality has an influence of 20.7% on purchasing decisions. Customer experience has an influence of 35.8% on purchasing decisions. Analysis of the coefficient of determination (R2) confirms that overall brand image, product quality and customer experience are able to explain 53.3% of the variation in purchasing decisions. The results of the t test and F test confirm that brand image, product quality and customer experience have a positive and significant influence, both partially and simultaneously on the decision to purchase Noera Collagen Drink on TikTok.
Co-Authors Abdul Rahmad Aqshal Arlian Raya Arda Torana ISKANDAR Miftachul Hasanah S Murthada Renita Gultom Rizky Bintang Setiawan Sarinauli, Barep Setiawan Fau Syafridha Yanti Syahputra Perdana Tias sil Romansyah Yanti Arnilis Zainal Abidin