The Influence of Price Perception and Electronic Word of Mouth on Fashion Product Purchase Decisions through Customer Value in Generation Z of Tiktokshop Users in Surabaya

Fannyza Aliefvia Azzahra (Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia)
Maharani Ikaningtyas (Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia)

JHSS (Journal of Humanities and Social Studies)
Vol. 10 No. 02. (2026): JHSS (Journal of Humanities and Social Studies)

This study aims to analyze the influence of price perception and Electronic word of mouth (e-WOM) on the product purchase decision fashion on TikTok Shop with Customer Value as an intervening variable in Generation Z in Surabaya. A quantitative approach was used by collecting data through questionnaires to 157 respondents and analyzed using SEM-PLS with the help of SmartPLS 4. The results of the study show that price perception and e-WOM have a positive and significant effect on purchasing decisions and Customer Value, and Customer Value have a positive and significant effect on purchasing decisions. In addition, Customer Value proven to mediate the influence of price perception and e-WOM on purchase decisions, so that purchase decisions are not only directly determined by these two variables, but also through the value perceived by consumers.