Pengaruh Kulitas Produk dan Citra Merek terhadap Minat Beli pada Produk G2G Di TikTok Shop

Abstrak

ABSTRAK
Pertumbuhan social commerce melalui TikTok Shop mengubah perilaku belanja konsumen,
termasuk pada produk G2G. Penelitian ini bertujuan menganalisis pengaruh kualitas produk dan
citra merek terhadap minat beli konsumen. Metode kuantitatif digunakan dengan 100 responden
melalui purposive sampling. Analisis meliputi regresi linier berganda, uji t, uji F, dan R². Hasil
menunjukkan kualitas produk (sig. 0,000) dan citra merek (sig. 0,011) berpengaruh signifikan, baik
secara parsial maupun simultan (sig. F = 0,000). Nilai R² sebesar 0,724, berarti kedua variabel
menjelaskan 72,4% minat beli. Disimpulkan bahwa kualitas produk dan citra merek berperan
penting, namun perlu didukung strategi pemasaran digital kreatif agar mampu bersaing di era social
commerce.

ABSTRACT
The rise of social commerce through TikTok Shop has transformed consumer behavior, including
toward G2G products. This study analyzes the effect of product quality and brand image on
purchase intention. A quantitative method was applied with 100 respondents selected through
purposive sampling. Data were analyzed using multiple regression, t-test, F-test, and R². Findings
show that product quality (sig. 0.000) and brand image (sig. 0.011) significantly influence
purchase intention, both partially and simultaneously (sig. F = 0.000). The R² value of 0.724
indicates that the two variables explain 72.4% of purchase intention. It is concluded that product
quality and brand image play a key role, yet must be supported by creative digital marketing
strategies to compete in the social commerce era