Pengaruh Konten Tiktok Terhadap Keputusan Pembelian Fashion Pada Mahasiswa
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Abstract
Riset ini dimaksudkan untuk menyingkap bagaimana perceived quality, brand attitude, dan e-wom berkontribusi terhadap minat membeli produk fesyen di platform tiktok pada mahasiswa universitas trunojoyo madura. pendekatan yang digunakan ialah kuantitatif eksplanatori dengan teknik pls-sem dan melibatkan 70 partisipan yang dipilih secara purposive. temuan menunjukkan ketiga faktor tersebut mencerminkan kontribusi positif yang berarti terhadap keputusan pembelian, dibuktikan melalui nilai r-square 0,562. artinya, 56,2% variasi keputusan pembelian dapat diterangkan oleh tiga variabel itu, menegaskan pentingnya peran konten tiktok dalam membangun persepsi pengguna, sikap, dan kepercayaan konsumen yang mendorong pembelian produk fesyen.
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