PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK, DAN PROMOSI TERHADAP MINAT BELI BELANJA ONLINE PADA MAHASISWA NUSA PUTRA DI APLIKASI TIKTOK SHOP

This research aims to determine the influence and analyze variables of product quality, price, brand image and promotion on purchasing interest, with the object being the Online Shopping application TikTok Shop and the subject being management study program students class of 2020 at Nusa Putra Sukabumi University. This research uses quantitative methods. The population in this study were active students from the class of 2020. The number of samples taken was 94 people, with the sampling determined using non-probability sampling with a purposefu sampling technique. The data used in this research is primary data, namey by distributing questionnaires. The measurement scale used is the Likert scale. The data analysis technique used in this research is a quantitative data analysis technique using descriptive statistical methods. The statistical methods used are variable instrument tests, classical assumption tests, determination tests, multiple linear analysis tests, and statistical hypothesis tests. The results of the research show that product quality has a positive and significant effect on purchase interest, price has a positive and significant effect on purchase interest, brand image has a positive and significant effect on purchase interest, promotion has a positive and significant effect on purchase interest, and product quality, price, image brand, and promotion have a positive and significant effect on purchasing interest.

Keywords: Product Quality; Price; Brand Image; Promotion; Purchase Interest; Online Shopping; TikTok Shop.