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The Influence of Self-Image and Social Media Tiktok Brand Image on Korean-Style Fashion Purchasing Decisions on Gen Z in Kalapanunggal

Author

Listed:
  • Fitriyani Fitriyani

    (Management Study Program, Faculty of Economics and Business, Indonesia University of Science)

  • Yuli Novitasari

    (Management Study Program, Faculty of Economics and Business, Indonesia University of Science)

  • Riani Winarni

    (Management Study Program, Faculty of Economics and Business, Indonesia University of Science)

Abstract

The rise of social media platforms, particularly TikTok, has significantly impacted Generation Z’s consumption patterns, especially in the Korean-themed fashion sector. This study aimed to evaluate the individual and collective influences of TikTok, self-perception, and brand image on the purchase choices of Korean-style clothing among Generation Z residents of Kalapanunggal Subdistrict. Using an associative quantitative methodology, data were collected through a questionnaire from 100 respondents. The analytical framework involved assessing the validity and reliability. Empirical findings indicate that TikTok usage significantly and positively influences purchasing behavior, with a t-value of 3.755 (p

Suggested Citation

  • Fitriyani Fitriyani & Yuli Novitasari & Riani Winarni, 2026. "The Influence of Self-Image and Social Media Tiktok Brand Image on Korean-Style Fashion Purchasing Decisions on Gen Z in Kalapanunggal," Priviet Social Sciences Journal, Privietlab Research Center, vol. 6(4), pages 349-359, April.
    • Handle: RePEc:prv:pssjpv:1757
    DOI: 10.55942/pssj.v6i4.1757
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