Determinants of TikTok Shop purchasing decisions among Gen Z: Mediation and moderation analysis
DOI:
https://doi.org/10.52300/jemba.v6i2.26767Keywords:
Affiliate Marketing, Consumer trust, Online customer reviews, Purchase decision, Sosial commerceAbstract
This study examines the effects of affiliate marketing and online customer reviews on Generation Z's purchasing decisions on TikTok Shop, with consumer trust as a mediator and perceived ease of use as a moderator. The study used a quantitative approach, collecting data from 100 respondents through purposive sampling and analyzing it with Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The findings reveal that affiliate marketing (β = 0.553, p < 0.001) and online customer reviews (β = 0.299, p < 0.001) positively and significantly influence consumer trust but have no significant direct effects on purchasing decisions. Consumer trust significantly affects purchasing decisions (β = 0.606, p < 0.001) and fully mediates the effects of affiliate marketing (β = 0.335, p < 0.001) and online customer reviews (β = 0.181, p = 0.003). Meanwhile, perceived ease of use shows no significant moderating effects on the proposed relationships. The model explains 62.3% of the variance in consumer trust and 66.4% in purchasing decisions. Theoretically, these findings support the Stimulus–Organism–Response framework by emphasizing consumer trust as a psychological mechanism connecting digital marketing strategies with purchasing decisions. Practically, marketers should prioritize credible affiliate recommendations, authentic customer reviews, and trust-building strategies to strengthen consumer confidence and encourage purchasing decisions.
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