The Role of Brand Image and Price Perception in Purchasing Intention of Onix Perfume on TikTok Shop (Survey of Gen Z in Bandung City)

Abstract

The development of short video-based social media, particularly TikTok, has changed consumer purchasing behavior for sensory products such as perfume. In the context of online purchases, brand image and price perception are crucial factors because consumers cannot evaluate the product directly. This study aims to analyze the influence of brand image and price perception on purchase intention for local perfume, Onix, through TikTok in Bandung City. The study used a quantitative approach with a survey method of 100 Generation Z respondents who had been exposed to Onix perfume content on TikTok. Data were analyzed using multiple linear regression with the help of SPSS. The results showed that brand image and price perception had a positive and significant effect on purchase intention, both partially and simultaneously. Price perception had a more dominant influence than brand image. The coefficient of determination (R²) value of 0.670 indicates that both variables can explain 67% of the variation in consumer purchase intention. This finding emphasizes the importance of integrating brand communication strategies and appropriate pricing in increasing purchase intention for local perfume products on social media platforms. This research contributes to digital marketing studies, particularly in understanding consumer behavior towards sensory products on short video-based social media.