Influence of Product Quality on Purchase Decisions via TikTok Shop: A Conceptual Framework

This study aims to analyze the effect of product quality on consumer purchasing decisions on Sattka Basic products through the TikTok Shop platform, with a focus on students of the Economics and Administration Study Program at Universitas Negeri Jakarta. In today's digital era, social media platforms such as TikTok not only function as entertainment media, but also become effective marketing tools. Product quality is an important factor that influences purchasing decisions, as consumers tend to choose products that meet their needs and expectations. Sattka Basic's flagship products, such as the Airflow Kaos Pashmina, are known for their cool, soft, non- slip and functional materials, making them a favorite choice of consumers. This research is expected to prove that product quality plays an important role in influencing student purchasing decisions, as well as providing insight for businesses in formulating more effective marketing strategies through TikTok Shop. The results of this study can also contribute to studies related to consumer behavior in the digital era.