Kirana, Kinanti Sekar (2025) PENGARUH BRAND IMAGE DAN BRAND ATTITUDE TERHADAP PURCHASE INTENTION PRODUK UNIQLO PADA TIKTOK SHOP (Studi Pada Mahasiswa UPN “Veteran” Jawa Timur Sebagai Konsumen Uniqlo Melalui fitur TikTok Shop). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of digital technology has changed consumer behaviour, particularly through social media such as TikTok. Uniqlo utilises this platform to market its products through the TikTok Shop feature. This study aims to analyse the influence of Brand Image and Brand Attitude on consumers' Purchase Intention for Uniqlo products on TikTok. A quantitative method using a survey was applied to 100 students from UPN ‘Veteran’ East Java who actively use TikTok and have previously purchased Uniqlo products. Data analysis was conducted using multiple linear regression with SPSS 27. The results indicate that Brand Image and Brand Attitude have a positive and significant influence on Purchase Intention, both partially and simultaneously. The R² value of 0.846 indicates that 84.6% of the variation in Purchase Intent can be explained by these two variables. These findings underscore the importance of strengthening brand image and brand attitude in digital marketing strategies on TikTok to enhance consumer purchase intention especially for Uniqlo products. Keywords : Brand Image, Brand Attitude, Purchase Intention, Uniqlo, TikTok.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Kinanti Sekar Kirana | ||||||||
| Date Deposited: | 07 Jul 2025 04:39 | ||||||||
| Last Modified: | 07 Jul 2025 04:39 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39254 |
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