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Fenni Supriadi
Universitas Muhammadiyah Pontianak, Pontianak, Kalimantan Barat, 78123
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The Influence of Brand Image and Promotion on Consumer Purchase Decisions of Somethinc Products through the TikTok Shop Application Mia Maulidia Putri; Fenni Supriadi
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.842

Abstract

This study investigates the influence of brand image and promotion on consumer purchasing decisions for Somethinc skincare products through the TikTok Shop platform. Using a quantitative associative approach, data were collected through questionnaires from 100 respondents who met specific criteria. The analysis employed multiple linear regression, partial (t-test), and simultaneous (F-test) hypothesis testing, supported by classical assumption tests. The findings reveal that both brand image and promotion significantly influence purchasing decisions, with a regression model of Y = 1.413 + 0.370X₁ + 0.314X₂. The coefficient of determination (R²) value of 0.453 indicates that 45.3% of the purchasing decision variation is explained by the independent variables, while the remaining 54.7% is influenced by other factors. The t-test results show that brand image and promotion each have a positive and significant impact. These results suggest that a strong brand identity, supported by effective and adaptive promotional strategies via TikTok, is crucial in shaping consumer behavior. The study recommends that brands maintain a consistent image and continue leveraging social media platforms to engage young digital consumers. Future research is encouraged to include additional variables and explore other e-commerce platforms.
The Influence of Service Quality and Price on Customer Satisfaction of GoFood on the Gojek Application among University Students in Pontianak City Afriana Afriana; Fenni Supriadi
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.841

Abstract

This study aims to determine the effect of service quality and price on customer satisfaction of the GoFood service on the Gojek application among university students in Pontianak City. This research employs a quantitative approach using an associative method. The study involved a sample of 100 respondents selected through purposive sampling. The instrument testing techniques used in this research include validity tests, reliability tests, classical assumption tests (normality test, linearity test, and multicollinearity test), and hypothesis testing which consists of multiple linear regression analysis, correlation coefficient test, coefficient of determination test, simultaneous test (F-test), and partial test (t-test). Based on the results of the multiple linear regression analysis, the regression equation is obtained as follows: Y = 1.042 + 0.438 X₁ + 0.254 X₂. The correlation coefficient result is 0.738, indicating that the relationship between service quality and price variables on customer satisfaction falls into the strong category. The coefficient of determination shows a value of 0.544, meaning that 54.4% of customer satisfaction is influenced by service quality and price, while the remaining 45.6% is influenced by other variables not examined in this study. The results of the simultaneous test indicate that both service quality and price variables simultaneously have a significant effect on customer satisfaction of GoFood users on the Gojek application among university students in Pontianak City. The partial test results show that service quality has a positive and significant effect on customer satisfaction, and the price variable also has a positive and significant effect on the customer satisfaction of GoFood users on the Gojek application among university students in Pontianak City.
Co-Authors Afriana Afriana Mia Maulidia Putri