Pengaruh Interaktivitas TikTok dan Perceived Authenticity terhadap Customer Engagement pada Konsumen Generasi Z Produk Fashion Lokal

Gita Ayu Asmara (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)
Zahra Nurdiyanti (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)
Ria Aulia (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)

Journal of Business Economics and Management
Vol. 3 No. 2 (2026): Oktober-Desember

TikTok provides opportunities for local fashion businesses to build relationships and engagement with consumers. This study aims to examine the effect of TikTok Interactivity and Perceived Authenticity on Customer Engagement among Generation Z consumers of local fashion products. This research uses a quantitative approach through a survey involving 42 respondents. Data were analyzed using multiple linear regression with SPSS. The results show that TikTok Interactivity has a positive and significant effect on Customer Engagement, with a significance value of 0.003. Meanwhile, Perceived Authenticity has a positive but insignificant effect, with a significance value of 0.172. Simultaneously, both variables significantly affect Customer Engagement, with an F-value of 9.648 and a significance value of 0.000. The coefficient of determination is 0.331, indicating that both variables explain 33.1% of the variation in Customer Engagement.