PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI PRODUK GLAD2GLOW PADA GENERASI Z DI TIKTOK
DOI:
https://doi.org/10.54314/jssr.v9i2.6191Keywords:
Price, Product Quality, Brand Image, Purchase Intention.Abstract
Abstract: This study aims to determine the simultaneous and partial effects of price, product quality, and brand image of Glad2glow on the purchase intention of Generation Z TikTok users. This research is a descriptive quantitative study. Data analysis was conducted using multiple linear regression, with a sample determined through a non-probability sampling method utilizing the Lemeshow formula for populations of unknown size, resulting in 96 respondents. Validity and reliability tests were also performed on the respondents as the sample. The results of the multiple linear regression analysis are: Y = 5.293 + 0.118X1 + 0.270X2 + 0.222X3. The t-test results demonstrate that, partially, price has a significant effect on purchase intention with a t-count (3.895) > t-table (1.98580); product quality has a positive and significant effect on purchase intention with a t-count (4.043) > t-table (1.98580); and brand image has a positive and significant effect on purchase intention with a t-count (2.557) > t-table (1.98580). Based on the t-count values, it is proven that H1 is accepted and H0 is rejected, with the product quality variable being the most dominant factor influencing purchase intention. The F-test results prove that H2 is accepted and H0 is rejected, indicating that price, product quality, and brand image simultaneously influence purchase intention with an F-count (15.569) > F-table (2.70). The R2 test results show an adjusted R square value of 0.515, explaining that the extent of the influence exerted by price, product quality, and brand image on purchase intention is 51.5%, while the remaining 48.5% is influenced by other factors not included in this study.
Keywords: Price, Product Quality, Brand Image, Purchase Intention.
\Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial harga, kualitas produk, dan citra merek Glad2glow terhadap minat beli pada generasi z pengguna TikTok. Jenis penelitian deskriptif kuantitatif, analisis data menggunakan regresi linear berganda, sampel ditentukan dengan metode non-probability sampling melalui rumus Lemeshow untuk populasi yang tidak diketahui jumlahnya secara pasti sehingga berjumlah 96 responden. Uji validitas dan reliabilitas juga dilakukan terhadap responden sebagai sampel. Hasil analisis regresi linear berganda yaitu: Y = 5,293 + 0,118X1 + 0,270X2 + 0,222X3. Hasil uji t membuktikan bahwa secara parsial harga berpengaruh signifikan terhadap minat beli dengan nilai thitung (3,895) > ttabel (1,98580), kualitas produk berpengaruh positif dan signifikan terhadap minat beli dengan nilai thitung (4,043) > ttabel (1,98580), dan citra merek berpengaruh positif dan signifikan terhadap minat beli dengan nilai thitung (2,557) > ttabel (1,98580). Berdasarkan nilai thitung membuktikan bahwa H1 diterima dan H0 ditolak, variabel kualitas produk merupakan faktor yang paling dominan mempengaruhi minat beli. Hasil uji F membuktikan bahwa H2 diterima dan H0 ditolak, yaitu secara simultan harga, kualitas produk, dan citra merek berpengaruh terhadap minat beli dengan nilai Fhitung (15,569) > Ftabel (2,70). Hasil uji R2 membuktikan bahwa nilai adjusted R square yaitu 0,515, menjelaskan bahwa besarnya pengaruh yang dihasilkan harga, kualitas produk, dan citra merek terhadap minat beli adalah 51,5%, kemudian 48,5% selebihnya dipengaruhi oleh beberapa faktor lainnya yang tidak termasuk pada penelitian ini.
Kata Kunci: Harga, Kualitas Produk, Citra Merek, Minat Beli.
Downloads
References
Buku :
Alma, B. (2021). Pemasaran Digital dan Media Sosial (1st ed.). Alfabeta.
Bly, R. w. (2020). Content Marketing Strategy (1st ed.). Entrepreneur Press.
Chaffey, D., Ellis-Chadwick, F., & Ellis-Chawick, F. (2022). Digital Marketing (8th ed.). Pearson Education.
Field, A. (2023). Discovering Statistics Using IBM SPSS Statistics (6th ed.). SAGE Publication.
Filieri, R., & McLeay, F. (2022). Electronic Word of Mouth: The Impact of Online Consumer Reviews (1st ed.). Routledge.
Holloway, B. B., & Beatty, S. E. (2021). Service Failure in Online Retailing: A Recovery Opportunity (1st ed.). SAGE Publication.
Kim, M., Ferrin, D. L., & Rao, H. R. (2021). Consumer Trust, Satisfaction, and Loyalty in Online Markets (1st ed.). Routledge.
Kotler, P., & Keller, K. L. (2022). Marketing Management (16th ed.). Pearson Education.
Laudon, K. C., & Traver, C. G. (2021). E-Commerce 2021: Business, Technology, and Society (16th ed.). Pearson Education.
Lovelock, C. C., & Wirtz, J. (2019). Service Marketing: People, Technology, Strategy (8th ed.). World Scientific Publishing.
Mudambi, S. M., & Schuff, D. (2020). Online Consumer Reviews: Marketing and Information Systems (1st ed.). Springer.
Nasrullah,Hasanuddin Remmang, C. (2023). Manajemen Pemasaran Iklan Media Sosial& Brand Image (M. Said (ed.)). Chakti Pustaka Indonesia.
Tjiptono, F., & Diana, A. (2020). Digital Marketing: Konsep dan Implementasi (1st ed.). Andi Offset.
Tuten, T. L., & Solomon, M. R. (2021). Social Media Marketing (4th ed.). SAGE Publication.
Wardhana, A. (2024). Consumer Behavior In the Digital Era (P. . Mahir Pradana (ed.)). Eureka Media Aksara.
Skripsi :
Hestiningrum, P. 2021. Pengaruh Kualitas Produk, Promosi Dan Presepsi Harga Terhadap Keputusan Pembelian Kosmetik Wardah Di Toko Hidup Surabaya). Universitas Semarang.
Pratiwi, A.R. 2016. Pengaruh Brand Experience Terhadap Brand Satisfaction Dan Brand Trust Serta Brand Loyality (Studi Pada Konsumen Make-Up Brand Impor Di Surabaya). Universitas brawijaya
Jurnal :
Amaliah, D. (2024). Pengaruh Label Halal , Harga Dan Citra Merek Terhadap Minat Beli Konsumen Kosmetik Skincare Melalui Aplikasi Tiktok Pada Masyarakat Di Kota Mataram. 7(1), 703–713.
Diponegoro, P., Km, N., & Wanasari, K. (2025). Pengaruh Content Marketing , Endorsement Review dan Customer Rating terhadap Minat Beli Produk Glad2Glow pada E-Commerce Tiktok Shop ( Studi pada Mahasiswa Universitas Muhadi Setaibudi )
Ekonomi, J., Pariwisata, M., Sari, P. L., & Hayati, N. (2026). Pengaruh Affiliate Marketing dan Diskon Live Tiktok terhadap Minat Beli Konsumen Generasi Z di Kota Bandung ( Studi pada Produk Glad2Glow )
P., & Hasyim, U. W. (n.d.). Pengaruh Kulitas Produk dan Citra Merek terhadap Minat Beli pada Produk GLAD2GLOW Di TikTok Shop. 9(2), 479–486.
Saputra, A. L., & Aprilia, T. (2023). Pengaruh Citra Merek Terhadap Minat Beli Konsumen. Journal of Innovation in Management, Accounting and Business, 2(1), 1–7.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Indah Mayasari S, Dian Wahyuni
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
