Pengaruh Iklan Tiktok, Kualitas Produk Dan Harga Terhadap Minat Beli Produk Scarlett Whitening Pada Mahasiswa Universitas Islam Negeri Sumatera Utara

Abstract

This study aims to examine the effect of advertising, product quality and price on buying interest in students of the State Islamic University of North Sumatra, either partially or simultaneously. This study used a quantitative method with data collection using the Likert scale method. The subjects used in this study were 100 students of the State Islamic University of North Sumatra and were taken using purposive sampling. Data analysis techniques through the IBM SPSS statistics 22 program. The results of this study indicate that first, advertising has a positive and significant effect on purchase intention with a significant value of 0.027 <0.05. Second, Product Quality has a positive and significant effect on Purchase Intention with a significant value of 0.000 <0.05. Third, price has a positive and significant effect on buying interest with a significant value of 0.035 <0.05. Advertising, Product Quality and Price simultaneously have a positive and significant effect on Purchase Intention with a significant value of 0.000 <0.05.

Purchase intention of Sariayu cosmetics among Muslim university students as viewed from green product and product quality: An Islamic economic perspective

“…Consumer purchase intention is the behavior where consumers have the desire to buy or choose products based on their experiences in selecting, using, consuming, or even desiring a product (Barber et al, 2012;Nwankwo et al, 2014;Young et al, 2010). A consumer who intends to purchase a product indicates that the consumer has more attention and satisfaction with the product they want to buy (Julia & Kamilah K, 2023).…”