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All Journal JHSS (Journal of Humanities and Social Studies)
Fannyza Aliefvia Azzahra
Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia
Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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The Influence of Price Perception and Electronic Word of Mouth on Fashion Product Purchase Decisions through Customer Value in Generation Z of Tiktokshop Users in Surabaya Fannyza Aliefvia Azzahra; Maharani Ikaningtyas
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol. 10 No. 02. (2026): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v10i02..261

Abstract

This study aims to analyze the influence of price perception and Electronic word of mouth (e-WOM) on the product purchase decision fashion on TikTok Shop with Customer Value as an intervening variable in Generation Z in Surabaya. A quantitative approach was used by collecting data through questionnaires to 157 respondents and analyzed using SEM-PLS with the help of SmartPLS 4. The results of the study show that price perception and e-WOM have a positive and significant effect on purchasing decisions and Customer Value, and Customer Value have a positive and significant effect on purchasing decisions. In addition, Customer Value proven to mediate the influence of price perception and e-WOM on purchase decisions, so that purchase decisions are not only directly determined by these two variables, but also through the value perceived by consumers.
Co-Authors Maharani Ikaningtyas