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All Journal Jurnal Manajemen
Yardan Arif Warani
Universitas Negeri Makassar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE EFFECT OF ELECTRONIC WORD OF MOUTH AND TIKTOK INFLUENCER CREDIBILITY ON PURCHASE DECISIONS OF LOCAL CLOTHING PRODUCYS AMONG GENERATION Z UNIVERSITY STUDENTS IN MAKASSAR CITY Yardan Arif Warani; Uhud Darmawan Natsir; Rahmat Riwayat Abadi
Jurnal Manajemen Vol 6, No 1 (2026): February
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.83241

Abstract

Abstract: This study aims to analyze the effect of Electronic Word of Mouth (eWOM) and Influencer Credibility on Purchase Decisions of Local Clothing products among Generation Z students. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 104 Generation Z students who actively use TikTok as a social media platform. The data analysis techniques included validity and reliability tests, classical assumption tests, and multiple linear regression analysis using SPSS software.Keywords: Electronic Word of Mouth, Influencer Credibility, Purchase Decision, Local Clothing, Generation Z.
Co-Authors Abadi, Rahmat Riwayat