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

Fitriyani Fitriyani, Yuli Novitasari and Riani Winarni
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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

Priviet Social Sciences Journal, 2026, vol. 6, issue 4, 349-359

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

Keywords: brand image; purchase decision; self-image; tiktok social media (search for similar items in EconPapers)
Date: 2026
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DOI: 10.55942/pssj.v6i4.1757

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