PENGARUH KUALITAS PRODUK, HARGA, DAN LIVE STREAMING MARKETING DI TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUNSCREEN THE ORIGINOTE (STUDI PADA KONSUMEN DI SUKABUMI)

This research aims to determine the influence of product quality, price, and live streaming marketing on purchasing decisions for The Originote sunscreen products using a case study of consumers in Sukabumi. The sample in this study consisted of 100 respondents obtained from purposive sampling criteria. The method in this research uses a survey method provided by distributing questionnaires. The type of research used is descriptive research with a quantitative approach. Data analysis was processed using Statistical Package for the Social Science (SPSS) software version 25, namely validity test, reliability test, classical assumption test and multiple linear regression test. The results of this research partially show that product quality has a significant effect on purchasing decisions with a calculated t value of 4,601 > t table 1,984. The significance value obtained is 0.000 <0.05. Partially, price has a significant effect on purchasing decisions with a calculated t value of 3,002 > t table 1,984. The significance value obtained was 0.003 <0.05. Partially, live streaming marketing has a significant effect on purchasing decisions with a calculated t value of 4,748 > t table 1,984. The significance value obtained is 0.000 <0.05. Simultaneously, product quality, price and live streaming marketing influence purchasing decisions with a calculated f value of 71,758 > f table 2.70, the significance value obtained is 0.000 < 0.05.

Keywords: Quality Product, Price, Live Streaming Marketing, Purchasing Desicion