Pengaruh Desain Produk, Kualitas Produk, Dan Brand image Terhadap Keputusan Pembelian Produk Kahf Melalui Platform Tiktok Shop (Studi Pada Mahasiswa Pengguna Kahf Di Universitas Islam Malang)

Abstract

Abstrak

This study aims to analyze the influence of product design, product quality, and brand image on the online purchasing decisions of Kahf skincare products among Generation Z students at Universitas Islam Malang. The research is motivated by the rapid growth of Indonesia's skincare industry, particularly among Generation Z consumers who actively shop through digital platforms. Increasing market competition requires companies to pay greater attention to factors influencing purchasing decisions, including product design, product quality, and brand image. This study employs a quantitative approach using an explanatory research design. The research population consists of Universitas Islam Malang students who use Kahf skincare products, while the sample comprises 90 respondents selected through purposive sampling. Data were collected using online questionnaires and analyzed through multiple linear regression with the assistance of SPSS software. The independent variables are product design, product quality, and brand image, whereas the dependent variable is purchasing decision. The findings are expected to provide empirical evidence regarding the influence of each independent variable on online purchasing decisions. Furthermore, this study is expected to contribute to the development of marketing management literature and provide practical recommendations for companies in developing effective marketing strategies to enhance purchasing decisions among Generation Z consumers.

Keywords: Product Design, Product Quality, Brand Image, Purchasing Decision, Generation Z.