<![CDATA[Digital transformation has fundamentally changed the landscape of consumer behavior, particularly in the fashion micro, small, and medium enterprises (MSMEs) sector. The TikTok platform has emerged as a dominant force, with affiliate content creators acting as a persuasive bridge between products and buyers. This study aims to empirically examine the influence of affiliate content creators and TikTok content quality on consumer purchasing decisions for MSME fashion products. The research method used was quantitative, with a survey approach involving 150 respondents who were active TikTok users and had made transactions through the platform. The data analysis technique used was multiple linear regression. The results showed that affiliate content creators had a positive and significant influence on trust and purchase intention, while TikTok content quality contributed significantly to shaping product value perceptions. Simultaneously, these two variables explained 71% of the variation in purchasing decisions. These findings indicate that the synergy between creators' interpersonal credibility and content visual aesthetics is a crucial strategy for MSMEs. This article offers a novel approach by integrating psychological (source credibility) and technical (content quality) aspects within the context of a dynamic short-video ecosystem.]]>
Copyrights © 2026
