The Effectiveness of TikTok on Consumer Behavior in Online Fashion Purchase Decisions among Gen Z (Case Study: Students of STIE AMKOP Makassar)
Abstract
Purpose: this study aims to examine the effectiveness of TikTok in influencing consumer behavior related to online fashion product purchase decisions among Generation Z, specifically students enrolled in the Entrepreneurship Study Program at STIE AMKOP Makassar.
Research Design and Methodology: a quantitative approach with a descriptive-verification design was employed. Data were collected through questionnaires distributed to 194 purposively selected respondents. Analytical techniques included validity and reliability testing, simple linear regression, correlation analysis, and coefficient of determination, all processed using SPSS.
Findings and Discussion: the esults indicate that TikTok’s effectiveness, measured through creative content, user interaction, and influencer influence, has a positive and significant impact on purchasing decisions, although the strength of correlation remains relatively low.
Implications: These findings highlight TikTok’s role as a persuasive digital marketing platform for fashion products among Gen Z consumers. For practitioners, the study suggests that optimizing creative content and influencer collaboration can enhance purchase decisions. For academia, the results provide empirical evidence of social media’s influence on consumer behavior, while future research may explore comparative studies across different platforms or broader demographic groups to deepen understanding of digital marketing effectiveness.
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