Article Sidebar

Download
Download PDF

Main Article Content

Abstract

This study aims to analyze the influence of product quality, content marketing, and discount prices on purchasing decisions for Roughneck fashion products on the TikTok application. This study employed a quantitative approach using multiple linear regression analysis. Data were collected through questionnaires distributed to 119 respondents who met the research criteria. The results showed that product quality had a positive and significant effect on purchasing decisions, with a regression coefficient of 0.318, a t-value of 3.721, and a significance value of 0.000. Content marketing also had a positive and significant effect, with a regression coefficient of 0.305, a t-value of 4.177, and a significance value of 0.000. Discount prices had a positive and significant effect, with a regression coefficient of 0.221, a t-value of 2.695, and a significance value of 0.008. Simultaneously, the three independent variables had a significant effect on purchasing decisions, as indicated by an F-value of 150.368 and a significance value of 0.000. The R Square value of 0.797 indicates that 79.7% of the variation in purchasing decisions can be explained by the three independent variables, while the remaining 20.3% is explained by other factors outside the research model

Keywords

Product Quality; Konten Marketing; Discount Prices; Purchase Decision; TikTok Shop; Roughneck.

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Ardiansyah, M. V. F., & yulianto, M. R. (2026). The Influence of Product Quality, Content Marketing, and Discount Prices on Purchase Decisions for Roughneck on TikTok. Economics and Digital Business Review, 8(1), 01–21. https://doi.org/10.37531/ecotal.v7i2.4189
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Alfina, S. R., Diana, N. S., Maulia, I. R., Hikmah, R., & Lestari, S. I. (2024). Pengaruh Motivasi Dan Disiplin Kerja Terhadap Kinerja Karyawan. PPIMAN Pusat Publikasi Ilmu Manajemen, 2(1), 59–75. https://doi.org/10.59603/ppiman.v2i1.293
  2. Amory, J. D. S., Mudo, M., & J, R. (2025). Transformasi Ekonomi Digital dan Evolusi Pola Konsumsi: Tinjauan Literatur tentang Perubahan Perilaku Belanja di Era Internet. Jurnal Minfo Polgan, 14(1), 28–37. https://doi.org/10.33395/jmp.v14i1.14608
  3. Data, K. (2025). transaksi e-commerce di Indonesia. kata data.
  4. Dinda, P. H., Rahmani, N. A. B., & Syafina, L. (2024). Pengaruh Modal Kerja Dan Transaksi Online (E-Commerce), Dan Labelisasi Halal Terhadap Pendapatan UMKM Muslim Di Kota Medan Dalam Konsep Mashlahah. Journal of Applied Linguistics and Literature, 1(1), 4–6.
  5. Dwi, S. W., & Desi, H. T. (2025). Pengaruh Content Marketing, Influencer Marketing, Dan Viral Marketing Terhadap Keputusan Pembelian Produk Wardah Pada Social Commerce Tiktok Shop. Balance: Jurnal Akuntansi dan Manajemen, 4(2), 850–860.
  6. Eligia, M. S., Dedy, Yeremia, N. A., Sabinus, B., & Maya, S. (2025). Pengaruh Minat Wirausaha Dan Self Efficacy Terhadap Kinerja Umkm Di Bengkayang. Jurnal Lentera Bisnis, 14(1), 108–121. https://doi.org/10.34127/jrlab.v14i1.1298
  7. Fathan, A., Sudirman, H. A., & Istimaroh, I. (2025). Pengaruh Harga dan Promosi Terhadap Niat Pembelian Tiktok Shop di Kota Samarinda. Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan, 5(3), 356–365. https://doi.org/10.55606/jurimbik.v5i3.1341
  8. Glorya, M. O., & Pratminingsih, S. A. (2025). Pengaruh Kualitas Produk, Harga, dan Iklan Di Tiktok Terhadap Keputusan Pembelian Produk Fashion Brand Lokal Roughneck Pada Aplikasi Tiktok Shop. Jurnal Ekonomi Manajemen Sistem Informasi, 6(4), 2245–2254. https://doi.org/10.38035/jemsi.v6i4.4363
  9. Hazizah, R. N. (2024). Strategi Digital Marketing Dan Dampaknya: Mengupas Pengaruh Content Marketing, Influencer, Dan Ulasan Pelanggan Pada Keputusan Pembelian. Jimbien : Jurnal Mahasiswa Manajemen, Bisnis, Entrepreneurship, 3(2), 72–81. https://doi.org/10.36563/jimbien.v3i2.1360
  10. Hotimah, K., Subaida, I., & Pramitasari, T. D. (2025). PENGARUH PRICE DISCOUNT, SERVICE QUALITY DAN SOCIAL MEDIA PROMOTION TERHADAP KEPUASAN KONSUMEN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING PADA MARKET KITAB ASWAJA DI BONDOWOSO. Jurnal Mahasiswa Entrepreneur (JME), 4(7), 1761–1781.
  11. Irona, V., & Triyani, M. (2022). Faktor-faktor yang mempengaruhi perilaku konsumen: kualitas produk, harga dan promosi (literature review smm). Jurnal Ilmu Multidisplin, 1, 174–185. https://doi.org/10.38035/jim.v1i1.26
  12. Latifah, L., & Nurmalasari, N. (2023). Pengaruh Diskon Harga, Gratis Ongkos Kirim Dan Promosi Terhadap Minat Beli Mahasiswa Pada Aplikasi Tiktok Shop. Jurnal Ekonomi STIEP, 8(2), 120–127. https://doi.org/10.54526/jes.v8i2.187
  13. Lingga, N. B., Aldian, M. R., & Ruslan, R. (2022). ANALISIS PENGARUH KUALITAS SISTEM, KUALITAS INFORMASI, KUALITAS LAYANAN DAN PERCEIVED USEFULNESS TERHADAP KEPUASAN PENGGUNA DAN KINERJA KARYAWAN PADA SISTEM ENTERPRISE RESOURCE PLANNING (ERP) MOBIZ DI PT. NUSA MANDIRI UTAMA. Syntax Idea, 4(3).
  14. Listiani, A. E., & Arifin, S. (2024). Pengaruh Online Customer Review, Content Marketing Dan Product Knowledge Terhadap Keputusan Pembelian E-Commerce Tokopedia. Edunomic Jurnal Pendidikan Ekonomi, 12(2), 126–137. https://doi.org/10.33603/ejpe.v12i2.9524
  15. miftaudin, M., Yulianto, M. R., & Indayani, L. (2026). PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPI DI FORE COFFE. analisa JURNAL MANAJEMEN DAN AKUNTANSI, 14(2), 630–636.
  16. Nafi’, A. R., Yulianto, M. R., & Rachmadany, A. (2025). the Influence of Content Marketing, E-Wom, and Brand Awareness on Purchase Intention of Eiger Products on Tiktok Among Generation Z. International Journal of Artificial Intelligence for Digital Marketing, 2(10), 129–147. https://doi.org/10.61796/ijaifd.v2i10.423
  17. Ni, P. A. K., Nurmalasari, M. R., Putu, P. P., & Megawati, I. A. P. (2025). Minat Beli Konsumen: Antara Tren, Gaya dan Kebutuhan Pada Produk Fashion. Journal of Islamic Business Management Studies (JIBMS), 6(1), 28–38. https://doi.org/10.51875/jibms.v6i1.587
  18. Putri, L. C., & Amelindha Vania. (2024). Keputusan Pembelian Produk Fashion di Tiktok Shop: Peran Gaya Hidup dan Diskon Harga. Jurnal Bisnis dan Komunikasi Digital, 2(1), 1–12. https://doi.org/10.47134/jbkd.v2i1.3383
  19. Retno Hendariningrum, & M. Edy Susilo. (2008). Fashion Dan Gaya Hidup : Identitas Dan Komunikasi. Jurnal Ilmu Komunikasi, 6(2), 25–32. http://jurnal.upnyk.ac.id/index.php/komunikasi/article/view/38/42
  20. Salsabilla, F., & Fasa, M. I. (2022). Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian. JIEMAS: Jurnal Ilmiah Ekonomi, Manajemen dan Syariah, 3(2), 474–480. https://doi.org/10.56589/keizai.v3i2.292
  21. Salshabilla, Z. R., & Yulianto, M. R. (2025). Content Marketing, Digital Interaction, and Upload Frequency on Consumer Purchasing Decisions in Digital Marketing Through Instagram Social Media. International Journal of Artificial Intelligence for Digital Marketing, 2(10), 49–64. https://doi.org/10.61796/ijaifd.v2i10.418
  22. Sanny, A., Chairunnisa, I., Sari, S., Gulo, J. H., & Tampubolon, S. C. E. (2025). Pengaruh Strategi Konten dan Peran Influencer terhadap. Arus Jurnal Sosial dan Humaniora (AJSH).
  23. Saputra, R., & Lestari, D. (2024). Pengaruh ulasan pelanggan online terhadap keputusan pembelian melalui kepercayaan konsumen. Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI), 2(1).
  24. Setiawan, B. A., Indayani, L., & Yulianto, M. R. (2026). Analisis Pengaruh Review Online , Harga , dan Kualitas Produk terhadap Keputusan Pembelian Produk Eiger di E-Commerce Shopee. PERMANA: Jurnal Perpajakan, Manajemen, dan Akuntansi, 18(2), 429–446.
  25. Sin, V. M., & Susanto, A. (2025). The Effect of Using Tiktok Shop Live Streaming, Price Discounts and Free Shipping on Skintific Skincare Purchase Decisions. Daengku, 5(1), 45–56. https://doi.org/10.35877/454RI.daengku3265
  26. Subhaktiyasa, P. G. (2024). Evaluasi Validitas dan Reliabilitas Instrumen Penelitian Kuantitatif : Sebuah Studi Pustaka. Journal of Education Research, 5(4), 5599–5609.
  27. Sutrisno, Moehadi, Ismawati, K. L., & Wulandari, S. (2025). PENGARUH KEPERCAYAAN, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUASAN KONSUMEN PADA USAHA BATU KAPUR TUBAN. DIMENSI, 14(1), 275–288.
  28. Syabani, A. N., Perenika, A. F., & Ramdani, D. (2024). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Fashion Pada E-Commerce Shopee (Studi Kasus Pada Masyarakat Desa Batuajajar …. Indonesian Journal of …, 1(7), 643–652. https://jurnal.intekom.id/index.php/ijema/article/view/552%0Ahttps://jurnal.intekom.id/index.php/ijema/article/download/552/468
  29. Tang, K., Yuan, J., & Luo, L. (2024). Validity evaluation of the Health Information Preferences Questionnaire among college students. Frontiers in Public Health, 12(March), 1–13. https://doi.org/10.3389/fpubh.2024.1249621
  30. Yohana Horet, E. S. C. V. dan. (2023). PENGARUH RETURN ON ASSET DAN NET PROFIT MARGIN TERHADAP RETURN SAHAM (Studi Kasus Pada Perusahaan Pertambangan yang Terdaftar di Bursa Efek Indonesia Periode 2019-2021). Dedikasi, 23(2), 1. https://doi.org/10.31293/ddk.v23i2.6781
  31. Yuliana, Widagdo, S., & Prastyowati, A. H. (2021). PENGARUH WORD OF MOUTH, BRAND IMAGE, HARGA, KEBERAGAMAN PRODUK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA NESYA DRINK. Jurnal Manajemen Bisnis dan Kewirausahaan, 2(5), 14–23.
  32. Yunia, N., Rohmatulloh, P., & Samudi, S. (2023). Pengaruh Pengembangan Karir Budaya Kerja dan Kompensasi Terhadap Kinerja Pegawai. Jurnal Manajemen STIE Muhammadiyah Palopo, 9(2), 220. https://doi.org/10.35906/jurman.v9i2.1737