D4 Administrasi Bisnis Terapan I

Permanent URI for this collectionhttps://repository.polibatam.ac.id/handle/PL029/1755

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  • Repository Politeknik Negeri Batam
    Item
    The Influence of Celebrity Endorsements, Brand Image, and Social Media Marketing on Purchasing Decisions for Skintific Products on the TikTok App
    (Politeknik Negeri Batam, 2025-09-10) Christiana, Fransiska Elsa; Kartikasari, Dwi
    This study aims to understand the influence of celebrity endorsements on purchasing decisions for Skintific products on TikTok, brand image on purchasing decisions for Skintific products on TikTok, and social media marketing on purchasing decisions for Skintific products on TikTok. The research method used is quantitative. The sample was obtained using a non-probability methodology with a purposive sampling method, consisting of 114 respondents. The data used in this study came from a questionnaire. Data analysis was performed using SPSS 31. The data analysis used included respondent characteristics analysis, validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results showed that celebrity endorsement had a positive and significant effect on purchasing decisions. Brand image did not have a significant effect on purchasing decisions. Social media marketing had a positive and significant effect and was the most dominant factor in influencing purchasing decisions. Celebrity endorsement, brand image, and social media marketing simultaneously had a significant effect on purchasing decisions.
  • Repository Politeknik Negeri Batam
    Item
    Analisis The Influence of Product Quality, Consumer Perspective, And Brand Image on Purchasing Decisions for Thrifting in Batam City
    (2025-08-13) Putra, Fadil Qalama; Septiana, Maryani
    This astudy qaims wto analyze wthe influence of wProduct wQuality, Consumer Perspective, wand wBrand wImage on Purchase wDecisions for thrifting products win Batam City. An extensive comprehension of the elements that influence customers' decision-making processes is anticipated from the results of this study. Data analysis in this study used Structural Equation Modeling, Partial Least Squares (SEM-PLS), as part of a descriptive quantitative methodology. The study population consisted of buyers of thrifting products in Batam City, employing a purposive sampling technique based on predetermined criteria and a sample size of one hundred respondents calculated using the Lemeshow formula. To make sure the questionnaire was consistent, we utilized composite reliability. To make sure the data was valid, we used convergent and discriminant validity. The model was evaluated through R-Square, F-Square, and t-statistics analysis to identify significant relationships between variables. The results state that Product Quality, Consumer Perspective, and Brand Image have a positive and significant effect on Purchase Decisions for thrifting products. Among these variables, Consumer Perspective was found to have the most edominant einfluence eon epurchasing edecisions. These findings suggest that consumers’ positive perceptions and beliefs toward thrifting, followed by product quality and brand image, are factors driving purchase interest in thrifting products in Batam City. The study adds to our knowledge of what drives people to buy used products by identifying the main aspects, particularly in the thrifting market of Batam City.