THE INFLUENCE OF BRAND IMAGE, PRODUCT DESIGN AND PRODUCT QUALITY ON THE PURCHASING INTEREST OF TOKOPEDIA CUSTOMERS IN BATAM

Abstract

This research aims to evaluate the influence of brand image, product design and product quality on the buying interest of Tokopedia customers in Batam. The research method used is descriptive with a quantitative approach. The research population includes Tokopedia application users in Batam City in 2024, although the exact number is unknown. The research sample was taken using the Lameshow formula, resulting in 100 respondents selected through purposive sampling. Data analysis was carried out using multiple linear regression techniques to test data quality, classical assumptions, influences and hypotheses. The analysis results show that brand image contributes 36.2% to purchasing interest. Product design contributes 18.1% to purchasing interest. Product quality contributes 29.0% to purchasing interest. The coefficient of determination (R²) reveals that brand image, product design and overall product quality can explain 72.3% of the variation in purchasing interest. The t test and F test show that brand image, product design and product quality have a positive and significant influence, both individually and together, on the buying interest of Tokopedia customers in Batam.