Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian pada Pengguna TikTok Shop di Wilayah Pabuaran Bojonggede Kabupaten Bogor
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Abstract
This study aims to examine the effects of price and product quality on purchasing decisions among TikTok Shop users in Pabuaran, Bojonggede, Bogor Regency, both partially and simultaneously. A quantitative method with an associative research design was employed. The population consisted of TikTok Shop users aged 18–25 years who reside in Pabuaran, Bojonggede, Bogor Regency, and had previously made purchases through TikTok Shop. A total of 96 respondents were selected using a non-probability sampling technique with purposive sampling. Data were collected through a questionnaire using a Likert scale and analyzed with SPSS version 25. The analytical procedures included validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial t-tests, simultaneous F-tests, and the coefficient of determination. The results show that price has no significant partial effect on purchasing decisions, whereas product quality has a positive and significant effect. Simultaneously, price and product quality significantly affect purchasing decisions among TikTok Shop users. These findings indicate that product quality plays an important role in shaping consumers’ purchasing decisions, particularly in terms of product conformity with descriptions, durability, and performance. Therefore, TikTok Shop sellers should prioritize consistent product quality and provide accurate and comprehensive product information to strengthen consumers’ purchasing decisions.
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References
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