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International Journal Management and Economic (IJME)
Published by Asosiasi Dosen Muda Indonesia
ISSN : 28290399     EISSN : 28290526     DOI : https://doi.org/10.56127/jaemb.v1i2
Core Subject : Economy,
Economics, Econometrics & Finance
International Journal Management and Economic (IJME) is published three times a year, in January, Mey and September by Asosiasi Dosen Muda Indonesia. IJME aims to: Promote the latest research results on Management and/or Entrepreneurship and also Economic. Only publish the results of Subjects suitable for publication include but are not limited to the fields of Marketing Management, Finance Management, Strategic Management, Operation Management, Human Resource Management, E-business, Knowledge Management, Management Accounting, Management Control System, Management Information System, International Business, Economics, Business Economics, Business Ethics and Sustainable, and Entrepreneurship, etc. IJME welcomes papers with the above objectives and scope. The editor decides the paper to be published in IJME after being reviewed by an appointed reviewer (double blind review)
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis dan Menejemen Intetrnasional
Articles 161 Documents
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THE INFLUENCE OF BRAND IMAGE AND BRAND AMBASSADORS ON PURCHASE DECISIONS FOR SOMETHINC PRODUCTS IN TIKTOK SHOP Aninda Fitri Litasni; Adelia Riana Dewi
International Journal Management and Economic Vol. 5 No. 2 (2026): May: International Journal Management and Economic
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijme.v5i2.3057

Abstract

This study aims to determine the effects of brand image and brand ambassador on purchase decisions for Somethinc products on TikTok Shop, both partially and simultaneously. This study employed a quantitative approach using primary data. The stages of analysis included validity, reliability, normality, multicollinearity, and heteroscedasticity tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The study involved 100 respondents. A non-probability sampling method with a purposive sampling technique was used to select the sample. SPSS 27 was used as the analytical tool. The t-test results show that brand image has a positive effect on purchase decisions and that brand ambassador also has a positive effect on purchase decisions. Meanwhile, the F-test results show that brand image and brand ambassador simultaneously affect purchase decisions for Somethinc products on TikTok Shop.

Page 17 of 17 | Total Record : 161

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