Amsir Management Journal
Vol 5 No 2 (2025): April

Pengaruh Promosi dan Citra Merek terhadap Keputusan Pembelian Fashion di TikTok Shop

Paryanti, Dwi (Unknown)
Febrian, Habil (Unknown)
Rahadhini, Marjam Desma (Unknown)

Article Info

Publish Date
27 Apr 2025

Abstract

This study examines the influence of promotion and brand image on the decision to purchase fashion products on the TikTok Shop e-commerce platform by Generation Z in Surakarta. The method used was quantitative with the distribution of questionnaires and regression analysis to test the relationships between variables. The results show that promotion and brand image have a significant effect on consumers' purchasing decisions. These findings underscore the importance of effective digital marketing strategies on social media platforms. The implications of this research provide insight for business actors in optimizing promotions and building brand image to increase purchases on TikTok Shop.

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Journal Info
Amsir Management Journal
Website

Abbrev

amj

Publisher

institut ilmu sosial dan bisnis andi sapada

Subject

Economics, Econometrics & Finance

Description

Amsir Journal Manajemen - (AMJ) is a peer-reviewed journal published by the Faculty of Economics and Business Andi Sapada Institute of Social and Business Sciences. AMJ is published twice a year in April and October. This journal provides direct open access to content with the principle of free ...