Fibonacci: Jurnal Ilmu Ekonomi, Manajemen dan Keuangan

Vol 1. No 3. (2025)

Articles

Pengaruh Social Media Marketing, Brand Image dan Kualitas Produk terhadap Keputusan Pembelian Sunscreen Azarine di Platform Tiktok

Desy Puspita Sari Mahasiswa Fakultas Ekonomi dan Bisnis, Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
Novita Wahyu Setyawati Dosen Fakultas Ekonomi dan Bisnis, Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
Franciscus Dwikotjo Sri Sumantyo Dosen Fakultas Ekonomi dan Bisnis, Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
Published: 2025-02-14 DOI: 10.63217/fibonacci.v1i3.121

Abstract

The research aims to determine the impact of Social Media Marketing, Brand Image and Product Quality on the Purchase Decision of Azarine Sunscreen on the TikTok Platform. This research is a quantitative approach study with a purposive sampling technique. Involving 112 respondents who are consumers of Azarine Sunscreen products in the Bhayangkara University Management Department Class of 2021. Data processing and hypothesis testing were carried out using SPSS 25 software. The results of the study reveal that there are variables that influence each other and those that do not influence each other, as explained below: 1) Social Media Marketing has no partial and significant effect on purchasing decisions; 2) Brand Image partially has a positive and significant effect on purchasing decisions; 3) Product Quality partially has a positive and significant effect on purchasing decisions; 4) Social Media Marketing, Brand Image and Product Quality simultaneously affect purchasing decisions.

Keywords

Social Media Marketing Brand Image Product Quality Purchasing Decisions

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