Pengaruh Kualitas Produk dan Rating Toko terhadap Keputusan Pembelian Konsumen Muslim pada Brand Elzatta di Tiktokshop : Studi pada Masyarakat Kecamatan Cileungsi Kabupaten Bogor

Agita Wulansari; Mutdi Ismuni; Rofiq Noorman Haryadi

doi:10.37481/jmoi.v4i1.186

Authors

Agita Wulansari STEBIS Bina Mandiri Cileungsi
Mutdi Ismuni STEBIS Bina Mandiri Cileungsi
Rofiq Noorman Haryadi STEBIS Bina Mandiri Cileungsi

DOI:

https://doi.org/10.37481/jmoi.v4i1.186

Keywords:

Product Quality, Store Rating, Purchase Decision, Tiktok Shop, Muslim Fashion

Abstract

The rapid development of e-commerce in Indonesia has significantly transformed consumer purchasing behavior, including in the Muslim fashion industry. One of the platforms experiencing notable growth is TikTok Shop, which is increasingly utilized by brands such as Elzatta to reach a broader consumer base. This study aims to analyze the influence of product quality and store rating on the purchase decisions of Muslim consumers for Elzatta products on TikTok Shop. A quantitative approach was employed using a survey method involving 100 respondents Muslim consumers in the Cileungsi District, Bogor Regency who have purchased Elzatta products through TikTok Shop. The results indicate that both product quality and store rating have a positive and significant impact on purchase decisions. The t-test results show that both independent variables have significance values below 0.001, indicating a highly significant influence. Furthermore, the F-test results demonstrate that product quality and store rating jointly have a significant effect on purchase decisions. This study contributes to the understanding of factors that influence consumer purchasing decisions on e-commerce platforms, particularly in the context of Muslim fashion products. The findings are expected to assist Muslim fashion brands in developing more effective marketing strategies and enhancing store credibility on digital platforms.

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