Jurnal Manajemen
Vol 6, No 1 (2026): February

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 (Universitas Negeri Makassar)
Uhud Darmawan Natsir (Universitas Negeri Makassar)
Rahmat Riwayat Abadi (Universitas Negeri Makassar)

Article Info

Publish Date
07 Apr 2026

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.

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Journal Info
Jurnal Manajemen
Website

Abbrev

manajemen

Publisher

Universitas Negeri Makassar

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen is a media or means of communication and scientific publication from the result of management science thought and research carried out by lecturers, researchers and related research institutions. Jurnal Manajemen are published twice a year (February and August) through Open Journal ...