The Effect of Brand Image and Price on Consumer Satisfaction In Online Clothing Shopping Through Tiktok Shop Among the Millennial Generation in Pematangsiantar City

Abstract

The problem in this study is the low level of consumer satisfaction in online clothing shopping through TikTok Shop among the millennial generation in Pematangsiantar City. This study aims to determine the effect of brand image and price on consumer satisfaction in online clothing shopping through TikTok Shop among the millennial generation in Pematangsiantar City. This type of research is quantitative research with a descriptive quantitative data analysis approach. The population in this study is the millennial generation in Pematangsiantar City with a total sample of 398 respondents. The sampling technique used is a specific sampling technique based on research criteria. The data collection technique used is a questionnaire. The hypothesis testing technique uses multiple linear regression analysis and the coefficient of determination (R²). The results of the study show that: 1) there is a positive and significant effect of brand image on consumer satisfaction, as seen in the t-test where the t-value of brand image (5.069) > t-table value (1.966), which means the variable is significant. 2) there is a positive and significant effect of price on consumer satisfaction, as seen in the t-test where the t-value of price (8.483) > t-table value (1.966), which means the variable is significant. 3) brand image and price simultaneously have a positive and significant effect on consumer satisfaction, as seen in the F-test where the F-value (87.785) > F-table value (3.018). The coefficient of determination (R square) is 0.308, which means that 30.8% of consumer satisfaction is influenced by brand image and price, while the remaining 69.2% is influenced by other variables not examined in this