The Effect of TikTok Fashion Influencer Review Content on Purchase Decisions for Eid Fashion Trends Through Consumer Trust in Students of The Faculty of Economics and Business, Universitas Negeri Jakarta

Abstract

Abstract. This study aims to analyze the effect of TikTok review content and fashion influencer credibility on purchase decisions for Eid clothing trends, with consumer confidence as a mediating variable. The study used a quantitative approach with Partial Least Square-Structural Equation Modeling (PLS-SEM) analysis technique. The population and research samples were students of the Faculty of Economics and Business Universitas Negeri Jakarta, with a total of 100 respondents. The results of the analysis show that both TikTok review content and fashion influencer credibility have a significant effect on consumer trust. However, both have no direct effect on purchase decisions. Consumer trust is shown to have a significant influence on purchase decisions and mediates the relationship between the TikTok fashion influencer review content variable and purchase decisions. This finding suggests that consumer trust is a key element in the purchase process, especially in seasonal products such as Eid clothes.