Pengaruh Tiktok Marketing, Brand Image, dan Price Perception terhadap Purchase Decision Pada Konsumen Kopi KenanganCabang Ruko Tamansiswa Yogyakarta

Abstract

The intensive use of social media and the rapid growth of the coffee-shop industry require brands to understand which marketing stimuli actually shape consumer purchase decisions. This study examines the effects of TikTok Marketing, Brand Image, and Price Perception on Purchase Decision among consumers of Kopi Kenangan, Ruko Tamansiswa Branch, Yogyakarta. A quantitative associative design was employed. The population comprised consumers who had purchased at the branch, were at least 17 years old, and had received information or promotion about Kopi Kenangan through digital media. Using purposive sampling, 100 respondents were selected. Data were collected through a five-point Likert questionnaire and analyzed with validity and reliability testing, classical assumption tests, multiple linear regression, t-tests, an F-test, and the coefficient of determination using SPSS. All questionnaire items were valid and reliable, and the regression model satisfied the normality, multicollinearity, and heteroscedasticity requirements. The regression equation was Y = 1.297 - 0.179X1 + 0.560X2 + 1.195X3. TikTok Marketing did not have a significant partial effect on Purchase Decision (t = -1.901; p = 0.060). Brand Image had a positive and significant effect (t = 2.896; p = 0.005), while Price Perception had the strongest positive and significant effect (t = 10.809; p < 0.001; beta = 0.806). Simultaneously, the three variables significantly affected Purchase Decision (F = 81.241; p < 0.001), with R² = 0.717. These findings indicate that TikTok content should be integrated with a strong brand image and a price-value proposition that consumers perceive as fair