<![CDATA[TikTok’s rapid growth has transformed how consumers access information and make purchasing decisions, particularly in the fashion industry. This study aims to examine the effects of TikTok content communication strategies and the credibility of influencer Helwa Bashel on consumers’ purchasing decisions for fashion products. Employing a quantitative approach, the study collected data through an online questionnaire administered to 100 TikTok users who had been exposed to Helwa Bashel’s fashion content. The data were analyzed using multiple linear regression. The findings indicate that both TikTok content communication strategies and influencer credibility have positive and significant effects on purchasing decisions, with influencer credibility exerting a stronger influence than content communication strategies. Simultaneously, the two variables explain 64.6% of the variance in consumers’ purchasing decisions. These findings demonstrate that the effectiveness of fashion marketing on TikTok depends not only on the attractiveness and strategic quality of content but also on the credibility of the influencer delivering the message. Thus, engaging content combined with a credible influencer can strengthen consumers’ confidence and encourage purchasing decisions for fashion products through TikTok.]]>
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