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All Journal Al-Kharaj: Journal of Islamic Economic and Business
Lilis Karlina
Universitas Islam Indonesia
Economics, Econometrics & Finance

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The Influence Of Social Media Marketing And E-Wom On Purchasing Decision With Trust And Brand Image As Mediating Variables On Fashion Purchases In Tiktok Shop Lilis Karlina; Anas Hidayat
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10720

Abstract

This study aims to analyze the influence of social media marketing and electronic word of mouth (E-WOM) on purchasing decisions for fashion products in TikTok Shop, with trust and brand image as mediating variables. The study used a quantitative approach with a population of university students in Indonesia who had shopped for fashion through TikTok Shop. Sampling was carried out using a non-probability sampling technique through convenience sampling with a total of 280 respondents. Data were collected through an online questionnaire using Google Form with a five-point Likert scale, then analyzed using the Structural Equation Modeling (SEM) method with the help of SmartPLS software. The results showed that social media marketing and E-WOM had a positive and significant effect on trust, brand image, and purchasing decisions. In addition, trust and brand image were also proven to have a positive effect on purchasing decisions. Mediation tests showed that trust was able to mediate the influence of social media marketing on purchasing decisions, while brand image mediated the influence of E-WOM on purchasing decisions. These findings indicate that online social media marketing activities play an important role in building trust and brand image that drive purchasing decisions in TikTok Shop.
Co-Authors Anas Hidayat, Anas