THE INFLUENCE OF FASHION INFLUENCERS, ONLINE CUSTOMER REVIEWS, AND LIVE STREAMING ON ADIDAS SHOE PURCHASE DECISIONS IN NGAWI

Jihan Prita Septiani

Abstract


This study examines the effects of Fashion Influencer, Online Customer Review, and Live Streaming on purchasing decisions for Adidas shoes through TikTok Shop among Generation Z in Ngawi Regency. A quantitative survey approach was employed. The sample consisted of 385 respondents selected through purposive sampling, with criteria including Generation Z residents of Ngawi Regency who actively use TikTok and had purchased Adidas shoes through TikTok Shop. Data were collected using a five-point Likert questionnaire and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS 4. The results show that Fashion Influencer has a positive and significant effect on purchasing decisions (O=0.276; t=6.393; p<0.001), Online Customer Review has a positive and significant effect (O=0.326; t=6.774; p<0.001), and Live Streaming has a positive and significant effect (O=0.370; t=8.416; p<0.001). The model explains 86.0% of the variance in purchasing decisions. These findings indicate that influencer recommendations, informative customer reviews, and interactive live-streaming experiences can strengthen consumers' purchasing decisions.

Keywords: Fashion Influencer, Online Customer Review, Live Streaming, Purchasing Decision, TikTok Shop


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References


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