<![CDATA[This study was motivated by a debate on the social media platform TikTok regarding the price of Lafiye products, particularly the Ode collection, which is considered relatively high despite the use of Tencel material and premium content branding. This study employs Attribution Theory, specifically the locus of control dimension, to examine whether consumer purchase intent is driven by internal factors (personal preference and needs) or external factors (TikTok content quality and price perception). A quantitative survey method was used with purposive sampling of 100 respondents, analyzed using multiple linear regression with IBM SPSS 25. The results show that TikTok content quality has a positive and significant effect on purchase intent (beta = 0.449; t = 5.182 > t-table 1.984; sig. < 0.05), and price perception also has a positive and significant effect (beta = 0.374; t = 4.317 > t-table 1.984; sig. < 0.05). Simultaneously, both variables explain 53.4% of the variance in purchase intent (R Square = 0.534), while the remaining 46.6% is explained by other variables outside this study. These findings support Attribution Theory's external locus of control dimension: TikTok content quality and price perception jointly shape consumers' value judgments and purchase intent toward the Lafiye Ode collection.]]>
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