The Determinants of Purchasing Decision: The Moderating Role of Tiktok Content

Abstract

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.