EVALUASI FAKTOR-FAKTOR PENENTU PURCHASE DECISION PELANGGAN WANITA PRODUK FASHION MELALUI LIVE STREAMING TIKTOK

Penelitian ini bertujuan untuk mengevaluasi faktor-faktor penentu purchase decesion pelanggan wanita produk fashion melalui live streaming TikTok. Lima variabel yang digunakan dalam penelitian ini meliputi product quality, sales promotion, e-service quality, purchase intention, dan purchase decision. Penelitian ini dilakukan di provinsi DKI Jakarta menggunakan metode survei dengan menyebarkan kuesioner secara daring melalui Microsoft Form. Populasi yang digunakan dalam penelitian ini adalah penduduk berdomisili di provinsi DKI Jakarta, berjenis kelamin perempuan, berusia minimal 17 tahun, pengguna aplikasi TikTok, dan pernah membeli minimal satu produk fashion melalui live streaming TikTok dalam kurun waktu enam bulan terakhir. Penelitian ini menggunakan teknik pengambilan purposive sampling, dengan total 230 responden. Data yang digunakan dalam penelitian ini bersifat kuantitatif dan dianalisis menggunakan teknik Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa product quality tidak memiliki pengaruh yang signifikan terhadap purchase decision, product quality tidak memiliki pengaruh yang signifikan terhadap purchase intention. Selanjutnya, sales promotion memiliki pengaruh positif dan signifikan terhadap purchase intention, sales promotion memiliki pengaruh positif dan signifikan terhadap purchase decision, e-service quality memiliki pengaruh positif dan signifikan terhadap purchase intention, e-service quality memiliki pengaruh positif dan signifikan terhadap purchase decision, dan purchase intention memiliki pengaruh positif dan signifikan terhadap purchase decision. Kata Kunci: Product quality, sales promotion, e-service quality, purchase intention, purchase decision, live streaming TikTok *** This study aims to evaluate the determinants of purchase decision of female customers of fashion products through TikTok live streaming. The five variables used in this study include product quality, sales promotion, e-service quality, purchase intention, and purchase decision. This research was conducted in DKI Jakarta province using a survey method by distributing questionnaires online through Microsoft Form. The population used in this study are residents domiciled in the DKI Jakarta province, who are female, at least 17 years old, TikTok application users, and have purchased at least one fashion product through TikTok live streaming in the last six months. This study used purposive sampling technique, with a total of 230 respondents. The data used in this study are quantitative and analysed using Structural Equation Modelling (SEM) techniques. The results showed that product quality has no significant effect on purchase decision and product quality has no significant effect on purchase intention. Furthermore, sales promotion has a positive and significant effect on purchase intention, sales promotion has a positive and significant effect on purchase decision, e-service quality has a positive and significant effect on purchase intention, e-service quality has a positive and significant effect on purchase decision, and purchase intention has a significant and positive effect on purchase decision. Keywords: Product quality, sales promotion, e-service quality, purchase intention, purchase decision, TikTok live streaming