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All Journal Jurnal Ekonomi Pembangunan, Manajemen & Bisnis, Akuntansi
Abed Nego Anom Prasetyo
Universitas Islam Raden Rahmat Malang
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Determinants of TikTok Shop purchasing decisions among Gen Z: Mediation and moderation analysis Abed Nego Anom Prasetyo; Sinollah Sinollah; Hanan Haris Maulana; Muhammad Ali Zaenal; Fadila Nurul Aini
JEMBA: Jurnal Ekonomi Pembangunan, Manajemen & Bisnis, Akuntansi Vol. 6 No. 2 (2026): JEMBA : Jurnal Ekonomi Pembangunan, Manajemen dan Bisnis, Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Palangka Raya (UPR)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52300/jemba.v6i2.26767

Abstract

This study examines the effects of affiliate marketing and online customer reviews on Generation Z's purchasing decisions on TikTok Shop, with consumer trust as a mediator and perceived ease of use as a moderator. The study used a quantitative approach, collecting data from 100 respondents through purposive sampling and analyzing it with Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The findings reveal that affiliate marketing (β = 0.553, p < 0.001) and online customer reviews (β = 0.299, p < 0.001) positively and significantly influence consumer trust but have no significant direct effects on purchasing decisions. Consumer trust significantly affects purchasing decisions (β = 0.606, p < 0.001) and fully mediates the effects of affiliate marketing (β = 0.335, p < 0.001) and online customer reviews (β = 0.181, p = 0.003). Meanwhile, perceived ease of use shows no significant moderating effects on the proposed relationships. The model explains 62.3% of the variance in consumer trust and 66.4% in purchasing decisions. Theoretically, these findings support the Stimulus–Organism–Response framework by emphasizing consumer trust as a psychological mechanism connecting digital marketing strategies with purchasing decisions. Practically, marketers should prioritize credible affiliate recommendations, authentic customer reviews, and trust-building strategies to strengthen consumer confidence and encourage purchasing decisions.
Co-Authors Fadila Nurul Aini Hanan Haris Maulana Muhammad Ali Zaenal Sinollah