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Journal : West Science Interdisciplinary Studies

The Effects of Visual Search and Marketing Through TikTok on Consumer Interaction and Purchasing Decisions for Local Fashion Products in Jakarta Wulansari, Retno; Nurhasanah, Dila Padila; Andiani, Paramita
West Science Interdisciplinary Studies Vol. 3 No. 10 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i10.2343

Abstract

This study examines The Impact of Visual Search and Marketing Through TikTok on Consumer Interaction and Purchasing Decisions for Local Fashion Products in Jakarta. The rapid rise of short-form video platforms and image-based search tools has transformed how consumers discover and purchase fashion products. Using a quantitative research design, data were collected from 180 respondents who actively engage with TikTok and visual search features when shopping for local fashion items. The data were analyzed using Structural Equation Modeling (SEM) with PLS 3.0 software. Results show that both visual search and TikTok marketing have significant positive effects on consumer interaction and purchasing decisions. Among the two, TikTok marketing exhibits the strongest influence, confirming the platform’s effectiveness in fostering engagement and driving purchase intention. Furthermore, consumer interaction acts as a mediating variable, strengthening the relationship between marketing stimuli and purchase behavior. The findings highlight that integrating visual search optimization and interactive TikTok marketing strategies can enhance brand visibility, consumer engagement, and sales performance for local fashion businesses in Jakarta.
Co-Authors . Suryono Aditya Primawidyawan Afton Atabany Agus Lelana Agus Wijaya Agus Wijaya Andalusi, Ratih Andiani, Paramita Andrea Citra Brilliantina Andriani, Jeni Andriansyah, Riva Anita Esfandiari Annastasya Yuliani Rahayu Ari Rumekso Arif Purwo Mihardi Arifin, Muhammad Zakka Putra Karim Samsul Arum Maula Hidayah Attabany, Afton Azzahrah, Putri Bagya Agung Prabowo, Bagya Agung BAHITS, ABDUL Bambang Pontjo Priosoeryanto Bayu Febram Bayu Firmala Kusuma Boedi Setiawan Cahyono - Chusnul Choliq Chusnul Choliq Citra Maharani Deni Noviana Deny Setyo Wibowo DEVI PARAMITHA DEWI APRI ASTUTI Dewi, Fitriya Nur Annisa Dewi, Winda Kusuma Dhetty - Dondin Sajuthi Dyah Ratnaningsih Effendi, Siti Aisyah Rahmalia Endang Sholehin Endang Suprihati erfandari, ovy Esti Suntari Eva Harlina Faidah, Thalita Farah Fauziah Septiani Febriana, Rafadila Ferry Ardhiansyah Fitri Handayani Fitri, Arni Diana Ghifari Lutfi Fauzi Gunanti . Hadi, Reza Khairul Haryodharu Putra Santoso Herwin Pisestyani Huda, Ade Naelul Husnul Hamdi I wayan Teguh Wibawan Indah Ayu Johanda Intan Permata Putri Irma Herawati Suparto Januarilla, Jahra’ Marwah Joesoef, Jayusman Arsiyanti Judijanto, Loso Kartjito, Nicolas Edward Christanto Kathirina Beatrik Riwu Wolo Kenny Astria Kristanti Ayuanita, Kristanti Lanniari, Nafrina Leni Maylina Maria Rosalia Maswarni Meles, Dewa Ketut Mirnawati B Sudarwanto Mirnawati Sudarwanto Moh. Hafid Effendy, Moh. Hafid Mubarok, Ali Nabillah Anissa Nalanwal, Khayla Ningtias, Putri Indah Nur Fitriany, Neisa Nur Rahayu, Salsabila Nurfianti, Syifa Nurhasanah, Dila Padila Octovia , Carina Okabayashi, Tamaki Oktavianti, Nopi Pirwanto Midiani Poedji Hastutiek Prastiwi, Nurul Anjar Pratama, Muhammad Satria Resa Prianto, Joko Putikadyanto, Agus Purnomo Ahmad Putri Indah Ningtias Putri Indah Ningtias Putu Angga Wiradana Putu Eka Sudaryatma Putu Jodie Kusuma Wijaya Rachmi Ridho Raden Rara Sayyidati Alfi Ilmiah Putri Raden Roro Soesatyoratih Radya Rafi Setyawan Retno Sri Wahjuni Retno Wulandari Rini Dianti Fauzi Rostantinata, Riski S, Riri Sabina, Fitri Safitria Wulandari Salapudin, Salapudin Setyo Widodo Setyo Widodo Shafaa Istiana Nadzary Soeharsono Soeharsono Soesatyoratih, Roro Soleha Soleha Soleha Solinda, Gamelita Rizkawandi sri murtini . Subangkit, Mawar Suflani Sugeng Widodo Sugunavathy Palanisamy SULISTIANI, SINTA Sunanto Sunanto Surachmi Setiyaningsih Suryono Suryono . Sus Derthi Widhyai Sus Derthi Widhyari Sus Derthi Widhyarti Tabroni Tika Leoni Putri Tutuk Astyawati Tyasningsih, Wiwiek Ulhaq, Ziyad Wahyu Andri Wibowo Wolo, Kathirina Beathrik Riwu