Analysis of the Influence of Influencer Endorsement, Fashion Trends, and Prices on Fashion Product Purchase Decisions on TikTok Shop.
DOI:
https://doi.org/10.29407/kilisuci.v3i.6168Abstract
Abstract
Research purposes:Analyzing the significant influence of influencer endorsement, fashion trends, and prices on purchasing decisions for fashion products on TikTok Shop.
Design/Method/Approach:This study uses a quantitative approach to analyze the collective influence of influencer endorsement, fashion trends, and prices on purchasing decisions for fashion products on TikTok Shop. Data were collected through a survey using a structured questionnaire designed based on research variable indicators.
Research Findings:Significant Influence of Independent Variables, Novelty in Comprehensive Model, Theoretical and Practical Contributions
Theoretical contribution/Originality:Comprehensive Model Integration, Synergy of Social and Economic Factors
Implications for Practice / Policy:Optimizing Influencer Marketing Strategy, Competitive Pricing
Research limitations:Limited Platform Context, Quantitative Approach
Keywords:
Influencer Endorsement, Fashion Trends, Price, Purchase Decision, TikTok Shop, Social Media, E-commerce, Digital MarketingDownloads
References
[1] Lou C, Yuan S. Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. J Interact Advert. 2019;19(1):58-
73. doi:10.1080/15252019.2018.1533501
[2] Chaffey D, Smith PR. Digital marketing excellence: Planning, optimizing, and integrating online marketing. 6th ed. Routledge; 2022.
[3] Chen CD, Wu JY. An empirical analysis of factors influencing purchase intention in social commerce: The role of word-of-mouth and trust. Comput Hum Behav. 2018;84:152-67. doi:10.1016/j.chb.2018.02.037
[4] Zeithaml VA. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. J Mark. 2020;52(3):2-22. doi:10.1177/0022242920957006
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