The Determinants of Purchasing Decision: The Moderating Role of Tiktok Content
Dublin Core
Title
The Determinants of Purchasing Decision: The Moderating Role of Tiktok Content
Creator
Hammas Az Zakkiy, Liza Nora, Siti Hafnidar Harun
Proceedings Item Type Metadata
meta_title
The Determinants of Purchasing Decision: The Moderating Role of Tiktok Content
Abstract/Description
This research analyzes consumer purchasing decisions regarding the Erigo brand and its determining factors. Survey data was collected using a purposive sampling technique from 196 Erigo brand respondents. Questionnaires were distributed via Google form to consumers who live in Jabodetabek. The data were analyzed using Structural Equation Model (SEM), with WarPLS. The research results show that product quality, brand image, and TikTok content significantly influence purchasing decisions, however, as moderation, TikTok content does not determine the influence of product quality and brand image on purchasing decisions.
publication_date
2024/06/15
pdf_url
https://insyma.org/proceedings/files/original/articles/53_Dzaki%20Anwar.pdf
abstract_html_url
https://insyma.org/proceedings/items/show/219
keywords
TikTok Content, Product Quality, Brand Image, Purchase Decision
firstpage
306
lastpage
315
issn
3047-857X
conference
Proceedings of the International Symposium on Management (INSYMA)
Volume
21
publisher_name
Fakultas Bisnis dan Ekonomika, Universitas Surabaya
no article
219
Files
Citation
Hammas Az Zakkiy, Liza Nora, Siti Hafnidar Harun, “The Determinants of Purchasing Decision: The Moderating Role of Tiktok Content,” Proceedings of the International Symposium on Management (INSYMA), accessed July 1, 2025, https://insyma.org/proceedings/items/show/219.