LITERASI KEUANGAN MEMODERASI VIRAL MARKETING, CITRA MEREK, PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN FASHION DI TIKTOK SHOP

ABSTRACT This research was conducted in response to the inconsistency between the extensive use of viral marketing strategies on TikTok Shop and actual consumer purchasing behavior, indicating that viral content does not always lead to buying decisions. Previous studies have generally focused on the direct effects of marketing factors on purchasing decisions, with limited attention given to the moderating role of financial literacy within the TikTok Shop context. Therefore, this study offers a n