The Influence of Price, Brand Trust, and Transaction Security on Purchase Intention for Fashion Products on TikTok Shop (a Study on Men's Fashion Brand Manzone)

Abstract

The Objectives –This study aims to analyze the influence of price, brand trust, and transaction security on consumer purchase intention for men's fashion brand Manzone through the TikTok Shop platform. The primary objective of this study is to determine the dominant factors influencing consumer purchase intention in the context of social commerce.The Methods/Approaches –This study employed a quantitative approach with multiple linear regression analysis. Data were collected from 95 respondents through an online questionnaire distributed through social media. The sampling technique used accidental sampling, with respondents being TikTok Shop users who had purchased Manzone products in the past two years. Each variable was measured using a Likert scale based on theoretical indicators.The Results –The results of the study indicate that all three variables—Price, Brand Trust, and Transaction Security—have a positive and significant partial effect on Purchase Intention. Of the three, Price has the dominant influence, with the highest regression coefficient. This confirms that price perception is a key factor in shaping consumer purchasing decisions on TikTok Shop.The Research Implications –This research contributes to the understanding of consumer behavior in social commerce, particularly in the men's fashion sector. The managerial implications of this research suggest that Manzone needs to optimize its pricing strategy, build strong brand trust, and ensure a secure transaction system to increase consumer purchasing interest and competitiveness in the digital marketplace.