Factors Influencing Compact Powder Purchasing Decisions Luxcrime on TikTok (Study of Ternate City Community)

Abstract

This research aims to determine the influence of Product Quality, Brand Image and Electronic Word of Mouth on Purchasing Decisions for Luxcrime pressed powder on TikTok among the people of Ternate city. This type of research uses a quantitative approach. The population in this study were residents of the city of Ternate who used and purchased Luxcrime pressed powder on TikTok in the last 6 months and the number of samples in this study was 108 respondents. The data in this research is primary data obtained directly from questionnaires filled out by research respondents, and using SPSS 23 program tools.

The results of this research show that: 1) Product quality has a significant effect on purchasing decisions; 2) Brand image has a significant influence on purchasing decisions; 3) Electronic word of mouth has a significant effect on purchasing decisions; 4) Product quality, brand image and electronic word of mouth have a significant influence on purchasing decisions.