Maghfiroh, Mutiara Lailatul (2025) PENGARUH LIVE STREAMING, BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PLATFORM TIKTOK PRODUK BROMENDI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of digital technology encourages changes in consumer behavior, especially in the purchasing process through social media. One marketing strategy that is now widely used is live streaming, including by local brands such as Bromen in Surabaya. This study aims to determine and analyze the effect of live streaming, Brand Image, and product quality on purchasing decisions for Bromen products through the TikTok platform. This study uses a quantitative approach with the Partial Least Square (PLS) analysis method. The sample in this study amounted to 105 respondents who were Bromen consumers in Surabaya, obtained through distributing online questionnaires. The independent variables in this study include live streaming, brand image, and product quality, while the dependent variable is purchasing decisions. The results showed that live streaming and product quality had a positive and significant effect on purchasing decisions, while Brand Image had no significant effect. This shows that the success of Bromen's marketing strategy is determined more by the presentation of interesting live streaming and the quality of the product that consumers feel, not solely by brand image. Therefore, Bromen is advised to strengthen these two factors in its marketing strategy.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Mutiara Lailatul Maghfiroh | ||||||||
| Date Deposited: | 16 Jun 2025 07:22 | ||||||||
| Last Modified: | 16 Jun 2025 07:22 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37724 |
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