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p-Index From 2021 - 2026
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All Journal Journal of Business Economics and Management
Gita Ayu Asmara
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang
Economics, Econometrics & Finance

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Pengaruh Interaktivitas TikTok dan Perceived Authenticity terhadap Customer Engagement pada Konsumen Generasi Z Produk Fashion Lokal Gita Ayu Asmara; Zahra Nurdiyanti; Ria Aulia
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 3 No. 2 (2026): Oktober-Desember
Publisher : GLOBAL SCIENTS PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jbem.v3i2.2102

Abstract

TikTok provides opportunities for local fashion businesses to build relationships and engagement with consumers. This study aims to examine the effect of TikTok Interactivity and Perceived Authenticity on Customer Engagement among Generation Z consumers of local fashion products. This research uses a quantitative approach through a survey involving 42 respondents. Data were analyzed using multiple linear regression with SPSS. The results show that TikTok Interactivity has a positive and significant effect on Customer Engagement, with a significance value of 0.003. Meanwhile, Perceived Authenticity has a positive but insignificant effect, with a significance value of 0.172. Simultaneously, both variables significantly affect Customer Engagement, with an F-value of 9.648 and a significance value of 0.000. The coefficient of determination is 0.331, indicating that both variables explain 33.1% of the variation in Customer Engagement.
Co-Authors Ria Aulia Zahra Nurdiyanti