PENGARUH INFLUENCER, HARGA, DAN FITUR TIKTOK PADA PEMBELIAN GEN Z

This study aims to analyze the influence of social media influencers, price of product, and user-friendly social media features on consumer purchasing behavior among Generation Z TikTok users in Bekasi. The study used a quantitative approach with a survey method of the active TikTok user population in Bekasi. A sample of 210 respondents was selected through a simple random sampling technique with the criteria of being 18–28 years old and actively using TikTok. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares. The results showed that social media influencers have a positive and significant effect on consumer purchasing behavior and user-friendly social media features. In addition, price of product was proven to have a significant effect on consumer purchasing behavior and user-friendly social media features. The findings also confirmed that user-friendly social media features play an important role in driving consumer purchasing behavior. Overall, the results of the study confirm that the combination of influencer credibility, perceived fair prices, and the ease of TikTok features create an effective digital experience in driving consumer purchasing behavior among Generation Z. This study provides strategic implications for business actors in designing optimal TikTok-based digital marketing.