THE INFLUENCE OF TIKTOK INFLUENCERS ON FASHION BRAND PREFERENCES AMONG GENERATION Z
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Abstract
This study investigates the impact of TikTok influencer exposure on fashion brand preferences among Generation Z, focusing on the growing significance of social media platforms in shaping consumer behavior. TikTok has emerged as a dominant platform for digital marketing, where influencer collaborations and content strategies drive consumer purchase decisions. This research addresses the gap in literature regarding the specific role TikTok influencers play in influencing fashion brand preferences, particularly within the context of Generation Z. A quantitative correlational research design was employed, utilizing a sample of 100 Generation Z consumers. Data were collected through a structured questionnaire using a 5-point Likert scale to measure participants' perceptions of TikTok influencer exposure and fashion brand preferences. Statistical analysis was performed using SPSS version 26, with validity and reliability tests (r > 0.195, Cronbach's Alpha > 0.70) ensuring the robustness of the data. Classical assumption tests were also conducted. The study utilized multiple regression analysis to examine the relationship between TikTok influencer exposure and fashion brand preference. The results show a significant positive influence (t = 12.45, p < 0.001) with TikTok influencer exposure being the strongest predictor of fashion brand preference. The overall model was significant (F = 7.845 > F-table = 2.31), confirming the collective influence of the variables. This research contributes to the theoretical development of social commerce, offering unique insights into how influencer marketing affects consumer preferences in the fashion industry. The findings have practical implications for fashion brands seeking to target Generation Z through influencer collaborations. This study provides a foundation for future research in social commerce and influencer marketing.
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