PERAN BRAND IMAGE MEMEDIASI HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA TIKTOK SHOP
| Main Authors: | Cahyani Nesanta, Ketut Egi, Sukawati, Tjokorda Gde Raka, Ekawati, Ni Wayan |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2023
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| Online Access: |
https://ojs.unud.ac.id/index.php/eeb/article/view/99204 https://ojs.unud.ac.id/index.php/eeb/article/view/99204/53176 |
Daftar Isi:
- This study aims to examine and explain the role of brand image in mediating the effect of price and service quality on purchasing decisions at the TikTok Shop. This research was conducted in Denpasar City with a total sample taken of 126 respondents with the method of determining the sample, namely purposive sampling. The data analysis technique used is path analysis, Sobel test and VAF test. The results showed that price had a positive and significant effect on purchasing decisions, service quality had a positive and significant effect on purchasing decisions, price had a positive and significant effect on brand image, service quality had a positive and significant effect on brand image, brand image had a positive and significant effect on decisions purchase, brand image is positively and significantly able to mediate the effect of price on purchasing decisions, and brand image is positively and significantly able to mediate the effect of service quality on purchasing decisions. This research is expected to provide an empirical contribution to management science, especially consumer behavior and be useful for TikTok Shop companies in developing product marketing strategies related to the company's brand image, price, and service quality.
- Penelitian ini bertujuan untuk menguji dan menjelaskan peran brand image dalam memediasi pengaruh harga dan kualitas pelayanan terhadap keputusan pembelian pada TikTok Shop. Penelitian ini dilakukan di Kota Denpasar dengan jumlah sampel yang diambil sebanyak 126 responden dengan metode penentuan sampelnya yaitu purposive sampling. Teknik analisis data yang digunakan adalah analisis jalur, uji sobel dan uji VAF. Hasil penelitian menunjukan bahwa harga berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian, harga berpengaruh positif dan signifikan terhadap brand image, kualitas pelayanan berpengaruh positif dan signifikan terhadap brand image, brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, brand image secara postif dan signifikan mampu memediasi pengaruh harga terhadap keputusan pembelian, dan brand image image secara postif dan signifikan mampu memediasi pengaruh kualitas pelayanan terhadap keputusan pembelian. Penelitian ini diharapkan memberikan kontribusi empiris pada ilmu manajemen khususnya perilaku konsumen serta bermanfaat bagi perusahaan TikTok Shop dalam menyusun srategi pemasaran produk yang berhubungan dengan brand image, harga, kualitas pelayanan perusahaan.