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All Journal Eksis: Jurnal Riset Ekonomi dan Bisnis
Alfiah Nurfadilah
Universitas Buana Perjuangan Karawang
Economics, Econometrics & Finance

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BUILDING TRUST IN SOCIAL COMMERCE: HOW PRODUCT QUALITY AND STORE REPUTATION INFLUENCE GEN Z BEAUTY PURCHASE DECISIONS ON TIKTOK SHOP Alfiah Nurfadilah; Citra Savitri; Syifa Pramudita Faddila
Eksis: Jurnal Riset Ekonomi dan Bisnis Vol 21 No 1 (2026): April (2026) - September (2026)
Publisher : Institut Teknologi dan Bisnis PGRI Dewantara Jombang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26533/eksis.v21i1.1619

Abstract

This study aims to analyze the influence of product quality and store reputation on purchasing decisions for Madame Gie products on TikTok Shop, with consumer trust as a mediating variable among Generation Z in Karawang Regency. This research applies a quantitative approach using a descriptive method, with data collected through a questionnaire distributed to 170 respondents who have experience purchasing Madame Gie products on TikTok Shop. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 4.0. The results indicate that both product quality and store reputation have a significant impact on purchasing decisions. Product quality has a direct effect on consumer trust and purchasing decisions, as well as an indirect effect through trust as a mediating variable. Store reputation also significantly influences consumer trust and purchasing decisions; however, trust does not significantly mediate the relationship between store reputation and purchasing decisions. These findings suggest that store reputation has a stronger direct influence on purchasing decisions.
Co-Authors Citra Savitri Syifa Pramudita Faddila