EVALUATION OF DETERMINANTS OF PURCHASE DECISION FOR WOMEN CUSTOMERS OF FASHION PRODUCTS THROUGH TIKTOK LIVE STREAMING

Abstract

This study aims to evaluate the determinants of purchase decision of women customers of fashion products through TikTok live streaming. The five variables used in this study include product quality, sales promotion, e-service quality, purchase intention, and purchase decision. This research was conducted in DKI Jakarta province using a survey method by distributing questionnaires online via Microsoft Forms. The population used in this study are residents of DKI Jakarta province who are female customers, at least 17 years old, and have purchased fashion products through TikTok live streaming within the last six months. This study used a purposive sampling technique, with a total of 230 respondents. The data used in this study are quantitative and analyzed using Structural Equation Modelling (SEM) techniques. The results showed that product quality has no significant effect on purchase decision, product quality has no significant effect on purchase intention. Furthermore, sales promotion has a positive and significant influence on purchase intention, sales promotion has a positive and significant influence on purchase decision. Then, e-service quality has a positive and significant effect on purchase intention. e-service quality has a positive and significant effect on purchase decision. In addition, purchase intention has a positive and significant effect on purchase decision.