Pengaruh E-Trust, Online Customer Review dan Influencer Marketing terhadap Keputusan Pembelian Produk Fashion Jiniso di Tiktokshop pada Generasi Z di Kota Binjai

Abstract

This study aims to determine and analyze the influence of E-Trust, Online Customer Review, and Influencer Marketing on Purchase Decisions for Jiniso fashion products on Tiktokshop for Generation Z in Binjai City. This study is an associative type of research and the type of data used is quantitative data. The population in this study is Generation Z who have purchased Jiniso fashion products at least 1 time on the Tiktokshop e-commerce. The sample in this study amounted to 150 people taken using purposive sampling techniques. The data collection method used in this study was by using questionnaires and documentation studies. The analysis method used is the descriptive method and multiple linear regression analysis method with SPSS 25 software. The results of the study show that simultaneously E-Trust, Online Customer Review and Influencer Marketing have a positive and significant effect on Purchase Decisions. Partially, E-Trust has a positive and significant effect on Purchase Decisions for Jiniso fashion products at Tiktokshop on Generation Z in Binjai City. Online Customer Review has a positive and significant effect on the Purchase Decision of Jiniso fashion products on Tiktokshop among Generation Z in Binjai City. Influencer Marketing has a positive and significant effect on the Purchase Decision of Jiniso fashion products on Tiktokshop among Generation Z in Binjai City