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All Journal Journal of Social And Economics Research journal of social and economic research
Fanny Wulanda
Fakultas Ekonomi dan Bisnis Universitas Tamansiswa Padang
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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THE INFLUENCE OF INFLUENCE MARKETING, PRODUCT VARIATION, AND TRUST ON WOMEN’S CLOTHING PURCHASE DECISIONS ON TIKTOK Rahmat Hidayat; Fanny Wulanda; Yuda Anggi Pratama
Journal of Social and Economics Research Vol 8 No 1 (2026): JSER, June 2026
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v8i1.1582

Abstract

This study aims to determine the influence of influencer marketing, product variety, and trust on purchasing decisions for women's clothing in TikTok Shop. This study uses a quantitative approach with the positivism method. The number of samples in this study was 87 respondents, with data collected through a Likert scale-based questionnaire. The results of the analysis show that the influencer marketing variable has a positive and significant effect on purchasing decisions for women's clothing in TikTok Shop, with a significance value of 0.001 <0.05. The product variety variable has a positive and significant effect on purchasing decisions for women's clothing in TikTok Shop, with a significance value of 0.000 <0.05. The trust variable has no effect on purchasing decisions for women's clothing in TikTok Shop, with a significance value of 0.738 > 0.05. And the results of the multiple linear regression produced are Y = 10.871 + 0.604 X1 + 0.622 X2 + -0.53 X3 + e. The coefficient of determination is 64.7%, while the remaining 35.3% is explained by other variables.
THE INFLUENCE OF INFLUENCE MARKETING, PRODUCT VARIATION, AND TRUST ON WOMEN’S CLOTHING PURCHASE DECISIONS ON TIKTOK Rahmat Hidayat; Fanny Wulanda; Yuda Anggi Pratama
Journal of Social and Economics Research Vol 8 No 1 (2026): JSER, June 2026
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v8i1.1582

Abstract

This study aims to determine the influence of influencer marketing, product variety, and trust on purchasing decisions for women's clothing in TikTok Shop. This study uses a quantitative approach with the positivism method. The number of samples in this study was 87 respondents, with data collected through a Likert scale-based questionnaire. The results of the analysis show that the influencer marketing variable has a positive and significant effect on purchasing decisions for women's clothing in TikTok Shop, with a significance value of 0.001 <0.05. The product variety variable has a positive and significant effect on purchasing decisions for women's clothing in TikTok Shop, with a significance value of 0.000 <0.05. The trust variable has no effect on purchasing decisions for women's clothing in TikTok Shop, with a significance value of 0.738 > 0.05. And the results of the multiple linear regression produced are Y = 10.871 + 0.604 X1 + 0.622 X2 + -0.53 X3 + e. The coefficient of determination is 64.7%, while the remaining 35.3% is explained by other variables.
Co-Authors Rahmat Hidayat Yuda Anggi Pratama