The Influence of Price Perception and Electronic Word of Mouth on Fashion Product Purchase Decisions through Customer Value in Generation Z of Tiktokshop Users in Surabaya
DOI:
https://doi.org/10.33751/jhss.v10i2.226Keywords:
price perception, electronic word of mouth, customer value, purchase decision, TikTok ShopAbstract
This study aims to analyze the effect of price perception and electronic word of mouth (e-WOM) on purchase decisions for fashion products on TikTok Shop, with customer value as an intervening variable among Generation Z in Surabaya. A quantitative approach was employed, with data collected via questionnaires from 157 respondents and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) through SmartPLS 4. The results indicate that price perception and e-WOM positively and significantly influence both purchase decisions and customer value, while customer value also positively and significantly affects purchase decisions. Furthermore, customer value is proven to mediate the effect of price perception and e-WOM on purchase decisions, suggesting that purchase decisions are not solely determined by price perception and peer information, but also by the perceived value consumers associate with fashion products on TikTok Shop.
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