Azzahra, Fannyza Aliefvia (2026) PENGARUH PERSEPSI HARGA DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION MELALUI CUSTOMER VALUE SEBAGAI VARIABEL INTERVENING PADA GENERASI Z PENGGUNA TIKTOK SHOP DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid growth of social commerce platforms, particularly TikTok Shop, has transformed Generation Z’s shopping behavior, making factors such as price perception, electronic word of mouth (e-WOM), and customer value key aspects that influence purchasing decisions for fashion products. This study aims to analyze the effect of price perception and electronic word of mouth (e-WOM) on purchase decisions of fashion products on TikTok Shop, with customer value as an intervening variable among Generation Z in Surabaya. This research uses a quantitative approach with data collected through questionnaires distributed to 157 respondents and analyzed using the Structural Equation Modeling-Partial Least Square (SEMPLS) method with SmartPLS 4. The results show that price perception and electronic word of mouth have a positive and significant effect on purchase decisions, price perception and electronic word of mouth also have a positive and significant effect on customer value, and customer value has a positive and significant effect on purchase decisions. In addition, customer value is proven to mediate the relationship between price perception and electronic word of mouth on purchase decisions. These findings indicate that purchase decisions are not only influenced by price perception and information from other users, but also determined by the perceived value of fashion products on TikTok Shop.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Fannyza Azzahra | ||||||||
| Date Deposited: | 13 Jul 2026 04:13 | ||||||||
| Last Modified: | 13 Jul 2026 04:13 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55196 |
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