THE INFLUENCE OF BRAND IMAGE AND LIVE STREAMING MARKETING IN TIKTOK ON THE PURCHASE DECISION OF SOMETHINC PRODUCTS 

Penelitian ini bertujuan untuk mengetahui Pengaruh Brand Image dan Live Streaming Marketing di Tiktok secara parsial Terhadap Keputusan Pembelian Produk Somethinc dan Penelitian ini bertujuan untuk mengetahui Pengaruh Brand Image dan Live Streaming Marketing di Tiktok secara simultan Terhadap Keputusan Pembelian Produk Somethinc. Penelitian ini menggunakan kuantitatif deskriptif. Populasi penelitian ini adalah responden yang mengetahui akan Brand Somethinc, pengguna aplikasi Tiktok, yang pernah melakukan keputusan pembelian terhadap Brand Somethinc dan pengguna aplikasi Tiktok. Penelitian ini dengan 134 sampel menggunakan metode teknik Purposive Sampling. Data dikumpulkan melalui google form diukur dengan skala likert menggunakan software SPSS versi IBM 21 dengan metode analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa secara parsial terdapat pengaruh positif pada Brand Image dan Live Streaming Marketing di Tiktok Terhadap Keputusan Pembelian pada Produk Somethinc. Serta, hasil penelitian menjelaskan bahwa secara simultan terdapat pengaruh positif dari Brand Image dan Live Streaming Marketing di Tiktok Terhadap Keputusan Pembelian Produk Somethinc. Kesimpulannya bahwa Brand Image dan Live Streaming Marketing adalah dua hal yang saling mendukung dalam konsumen melakukan keputusan pembelian.

Kata kunci : Brand Image; Keputusan Pembelian; Live Streaming Marketing.

This study aims to determine the effect of Brand Image and Live Streaming Marketing on Tiktok partially on the Decision to Purchase Something Products and this study aims to determine the Effect of Brand Image and Live Streaming Marketing on Tiktok simultaneously on the Decision to Purchase Something Products. This research uses descriptive descriptive. The population of this study are respondents who know Brand Something, users of the Tiktok application, who have made purchasing decisions for Brand Something and users of the Tiktok application. This research with 134 samples used purposive sampling method. Data was collected through the google form as measured by a Likert scale using the IBM 21 version of SPSS software with multiple linear regression analysis methods. The results of this study indicate that partially there is a positive influence on Brand Image and Live Streaming Marketing on Tiktok on Purchase Decisions on Something Products. Also, the results of the study explain that simultaneously there is a positive influence from Brand Image and Live Streaming Marketing on Tiktok on the Decision to Purchase Something Products. The conclusion is that Brand Image and Live Streaming Marketing are two things that support each other in consumer purchasing decisions.

Keywords:: Brand Image; Live Streaming Marketing; Purchase Decision.