<![CDATA[ABSTRAK Pertumbuhan social commerce melalui TikTok Shop mengubah perilaku belanja konsumen,termasuk pada produk G2G. Penelitian ini bertujuan menganalisis pengaruh kualitas produk dancitra merek terhadap minat beli konsumen. Metode kuantitatif digunakan dengan 100 respondenmelalui purposive sampling. Analisis meliputi regresi linier berganda, uji t, uji F, dan R². Hasilmenunjukkan kualitas produk (sig. 0,000) dan citra merek (sig. 0,011) berpengaruh signifikan, baiksecara parsial maupun simultan (sig. F = 0,000). Nilai R² sebesar 0,724, berarti kedua variabelmenjelaskan 72,4% minat beli. Disimpulkan bahwa kualitas produk dan citra merek berperanpenting, namun perlu didukung strategi pemasaran digital kreatif agar mampu bersaing di era socialcommerce. ABSTRACT The rise of social commerce through TikTok Shop has transformed consumer behavior, includingtoward G2G products. This study analyzes the effect of product quality and brand image onpurchase intention. A quantitative method was applied with 100 respondents selected throughpurposive sampling. Data were analyzed using multiple regression, t-test, F-test, and R². Findingsshow that product quality (sig. 0.000) and brand image (sig. 0.011) significantly influencepurchase intention, both partially and simultaneously (sig. F = 0.000). The R² value of 0.724indicates that the two variables explain 72.4% of purchase intention. It is concluded that productquality and brand image play a key role, yet must be supported by creative digital marketingstrategies to compete in the social commerce era]]>
