Beauty Product Purchasing Decisions at TikTok Shop: The Role of Perceived Value, E-WOM, and Perceived Ease of Use for Generation Z

Authors

DOI:

https://doi.org/10.36636/dialektika.v10i1.6462

Keywords:

perceived value, e-wom, perceived ease of use, purchasing decision, gen z

Abstract

This study aims to analyze the influence of Perceived Value, E-WOM (Electronic Word of Mouth), and Perceived Ease of Use on purchasing decisions of beauty products on TikTok Shop, specifically among Generation Z in Makassar. Using a quantitative method with a descriptive approach and survey, data was collected through questionnaires from 105 respondents, TikTok users in Makassar who have purchased beauty products on the platform. The findings reveal that all three factors have a significant positive impact on purchasing decisions. High Perceived Value encourages purchases as consumers feel the product is worth the price. E-WOM, originating from recommendations by other users, enhances trust and purchase interest. Meanwhile, Perceived Ease of Use, which includes ease of transaction, contributes to consumer comfort while shopping. Overall, these three factors work together to create a positive shopping experience and influence purchasing decisions for beauty products on TikTok Shop.

Author Biographies

  • Nur Fadilah Ayu Sandira, State University of Makassar

    management department

  • Indri Iswardhani, State University of Makassar

    managemet department

  • A. Reski Almaida dg Macenning, State University of Makassar

    management department

  • Nulthazam Sarah, State University of Makassar

    management department

  • Sri Astuti Nasir, State University of Makassar

    management department

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Published

2025-03-26

Issue

Vol. 10 No. 1 (2025): Dialektika: Jurnal Ekonomi dan Ilmu Sosial

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Articles

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Copyright (c) 2025 Nur Fadilah Ayu Sandira, Indri Iswardhani, A. Reski Almaida dg Macenning, Nulthazam Sarah, Sri Astuti Nasir

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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

How to Cite

Beauty Product Purchasing Decisions at TikTok Shop: The Role of Perceived Value, E-WOM, and Perceived Ease of Use for Generation Z. (2025). Dialektika : Jurnal Ekonomi Dan Ilmu Sosial, 10(1), 73-83. https://doi.org/10.36636/dialektika.v10i1.6462