Keputusan Pembelian Produk Fashion pada TikTok Shop: Pengaruh Teknologi Influencer Marketing dan Interaksi Digital Kalangan Generasi Z Solo Raya

Leny Arsita Sari (Universitas Duta Bangsa)
Agus Suyatno (Universitas Duta Bangsa)
Umi Hanifah (Universitas Duta Bangsa)
Triana Triana (Universitas Duta Bangsa)

Jurnal Riset Manajemen
Vol 4 No 3 (2026): September: JURNAL RISET MANAJEMEN (JURMA)

The rise of social commerce on TikTok Shop has reshaped how consumers, especially Generation Z, shop online, as this group increasingly relies on social media both to gather information and to purchase fashion items. Because TikTok is used so heavily, marketing approaches built around influencers and interactive digital engagement play a major role in shaping what consumers decide to buy. This research examines how influencer marketing and digital interaction affect fashion purchasing decisions among Generation Z consumers in the Solo Raya area. A quantitative, causal-associative method was applied, drawing on 100 purposively selected respondents who completed a Likert-scale questionnaire. Findings show that both influencer marketing and digital interaction exert a positive and significant influence on purchase decisions, whether considered separately or together.