Pengaruh Brand Image dan Kepercayaan Konsumen terhadap Keputusan Pembelian pada Produk Wardah di TikTok Shop ( Survei pada Mahasiswa Konversi Angkatan 2021 Universitas Wanita Internasional )

Abstract

The development of digital technology has brought significant changes to marketing strategies, particularly through the utilization of social commerce platforms such as TikTok Shop. TikTok Shop is not only used as an entertainment medium but also functions as a promotional and transactional platform that is capable of influencing consumer behavior. In this context, brand image and consumer trust are considered crucial factors that are presumed to affect purchasing decisions, especially for local cosmetic products such as Wardah. This study aims to analyze the influence of brand image and consumer trust on purchasing decisions of Wardah products on TikTok Shop, both partially and simultaneously, among conversion students of the 2021 cohort at International Women’s University.

This research employs a quantitative approach with a causal associative method. The population of this study consists of conversion students of the 2021 cohort at International Women’s University who have purchased Wardah products through TikTok Shop. The sampling technique used was a survey method, with data collected through questionnaires. The collected data were analyzed using descriptive and inferential statistical analyses, including validity testing, reliability testing, classical assumption tests, multiple linear regression analysis, coefficient of determination analysis, and hypothesis testing.

The results of the study indicate that brand image has a positive and significant effect on purchasing decisions of Wardah products on TikTok Shop. In addition, consumer trust also has a positive and significant influence on purchasing decisions. Simultaneously, brand image and consumer trust have a significant effect on purchasing decisions of Wardah products on TikTok Shop. These findings suggest that a positive brand perception accompanied by a high level of consumer trust can enhance consumers’ confidence in making purchasing decisions. This study is expected to contribute theoretically to the development of digital marketing management studies and provide practical considerations for companies in formulating effective marketing strategies through the TikTok Shop platform.