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

Andriya Riana Justitia, Sutono and Ag. Sunarno Handoyo
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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.

Global Insights in Management and Economic Research, 2025, vol. 1, issue 04, 181-190

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

Keywords: site visuals; site quality; product benefits; shopping experience; purchasing decision (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eof:igimer:v:1:y:2025:i:04:id:38

DOI: 10.53905/Gimer.v1i04.28

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