Pengaruh Kualitas Produk terhadap Keputusan Pembelian Masker Stick Skintific dengan Influencer Marketing sebagai Variabel Moderasi

Abstract

This research aims to determine the influence of product quality on purchasing decisions among consumers who shop at TikTok Shop and the influence of product quality on purchasing decisions with influencer marketing as a moderating variable. The research method used in this research is descriptive quantitative with a convenience sampling method. The sample in this study amounted to 398 subjects. Data collection uses a Likert scale, namely the product quality scale, purchasing decision scale, and influencer marketing scale. The data analysis method uses simple regression analysis methods and also moderated regression analysis. The results obtained in this research are that there is an influence of product quality on the decision to purchase skintific stick masks with a T value of 28,612. The magnitude of the influence of product quality on purchasing decisions in this study was 68.8% and the results of moderated regression analysis showed a regression coefficient value of 0.030 and sig 0.002, which can be concluded that the moderating variable strengthens the influence of product quality on purchasing decisions.