THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTEREST OF TIKTOK SHOP USERS (CASE STUDY OF TIKTOK SHOP USERS IN BATAM)

Abstract

The increasing development of technology today, has changed the way consumers view when purchasing goods or services that they want and need. Currently, there are many ways to purchase goods or services, one of which is by purchasing online, one of which is via the TikTok Shop platform. Therefore, this research aims to determine the influence of personal factors on purchasing interest in TikTok. The sampling technique uses a non-probability approach, namely purposive sampling. The method used is multiple linear regression analysis with the Accidental sampling method. The research was conducted using the SPSS Statistics 25 program with a sample size of 385 respondents who were users of the TikTok Shop feature in Batam City, especially in the Batu Aji area. The research results show that product quality has a significant influence on purchase interest, brand image has a significant influence on purchase interest and electronic word of mouth has a significant influence on purchase interest.