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The Influence of Site Visuals, Website Quality, and Perceived Product Benefits on Gen Z’s Purchase Decisions on TikTok

Author

Listed:
  • Andriya Riana Justitia

    (Magister Manajemen, Fakultas ekonomi dan Bisnis, Universitas Muria Kudus, Indonesia.)

  • Sutono

    (Magister Manajemen, Fakultas ekonomi dan Bisnis, Universitas Muria Kudus, Indonesia.)

  • Ag. Sunarno Handoyo

    (Magister Manajemen, Fakultas ekonomi dan Bisnis, Universitas Muria Kudus, Indonesia.)

Abstract

Purpose of the study: The rapid evolution of social media platforms has transformed digital commerce, with TikTok emerging as a prominent social commerce platform. TikTok's integration of entertainment and shopping features has attracted significant attention from businesses, particularly in reaching Generation Z consumers who represent the platform's largest user demographic. This research investigates the role of site visuals, site quality, and product benefits in shaping Gen Z purchasing decisions on TikTok, with shopping experience as a mediating variable. The study specifically examines Le Skin Aesthetic Wonosobo consumers' behavior on the TikTok platform. Materials and methods: A quantitative approach using survey methodology was employed to collect data from 140 Gen Z consumers (aged 15-28 years) who made purchases through TikTok Shop during March-May 2025. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 24.0 software. The research model examined five constructs: Site Visuals (X1), Site Quality (X2), Product Benefits (X3), Shopping Experience (Y1), and Purchase Decision (Y2), measured using validated multi-item scales. Results: Site Visuals (β=0.312, p

Suggested Citation

  • Andriya Riana Justitia & Sutono & Ag. Sunarno Handoyo, 2025. "The Influence of Site Visuals, Website Quality, and Perceived Product Benefits on Gen Z’s Purchase Decisions on TikTok," Global Insights in Management and Economic Research, INSPIRETECH GLOBAL INSIGHT, vol. 1(04), pages 181-190, October.
    • Handle: RePEc:eof:igimer:v:1:y:2025:i:04:id:38
    DOI: 10.53905/Gimer.v1i04.28
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