https://mail.insyma.org/proceedings/files/original/articles/44_Hammas%20zakkiy.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Proceedings of the International Symposium on Management (INSYMA) (Vol 21, 2024) Proceedings meta_title The Role of Tiktok Content in Influence Product Quality and Brand Image on Purchasing Decision Author #1 Hammas Az Zakkiy Author #2 Liza Nora Author #3 Siti Hafnidar Harun Abstract/Description This research analyzes consumer purchasing decisions regarding the Erigo brand and its determining factors. Survey data was collected using a purposive sampling technique from 196 Erigo brand respondents. Questionnaires were distributed via Google form to consumers who live in Jabodetabek. The data were analyzed using Structural Equation Model (SEM), with WarPLS. The research results show that product quality, brand image, and tiktok content significantly influence purchasing decisions, however, as moderation, tiktok content does not determine the influence of product quality and brand image on purchasing decisions. keywords a;b;c;d Tik Tok Content, Product Quality, Brand Image, Purchase Decision publication_date 2025/06/20 2024/06/15 pdf_url https://insyma.org/proceedings/files/original/articles/44_Hammas%20zakkiy.pdf abstract_html_url https://insyma.org/proceedings/items/show/ https://insyma.org/proceedings/items/show/210 firstpage 252 lastpage 256 issn 3047-857X 3047-857X conference Proceedings of the International Symposium on Management (INSYMA) Proceedings of the International Symposium on Management (INSYMA) publisher_name Fakultas Bisnis dan Ekonomika, Universitas Surabaya Fakultas Bisnis dan Ekonomika, Universitas Surabaya no article 210 Volume 21 URL https://insyma.org/proceedings/files/original/articles/44_Hammas%20zakkiy.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource The Role of Tiktok Content in Influence Product Quality and Brand Image on Purchasing Decision Creator An entity primarily responsible for making the resource Hammas Az Zakkiy, Liza Nora, Siti Hafnidar Harun