Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Riset Manajemen dan Ekonomi
Retno Setioningsih
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Strategi Content Marketing dan Mekanisme Pembayaran COD terhadap Keputusan Pembelian pada Social Commerce Tiktok Shop Reni Suci Wahyuni; Kuswadi Rustam; Retno Setioningsih
JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME) Vol. 4 No. 2 (2026): April : Jurnal Riset Manajemen dan Ekonomi
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jrime.v4i2.4411

Abstract

The development of social commerce has encouraged the integration of content-based marketing strategies with transaction mechanisms that enhance consumers’ perceived security. TikTok Shop, as a video-based e-commerce platform, introduces new dynamics in consumers’ purchase decision-making processes. This study aims to analyze the effects of content marketing and the Cash on Delivery (COD) system on consumers’ purchase decisions on the TikTok Shop e-commerce platform. This research adopts a quantitative approach using a survey method involving 101 TikTok Shop users in Indonesia who have made purchases on the platform. Data were collected through an online questionnaire and analyzed using multiple linear regression with the assistance of SPSS. The results indicate that content marketing and the Cash on Delivery (COD) system have positive and significant effects on purchase decisions, both partially and simultaneously. Partially, the COD system exerts a more dominant influence than content marketing. The coefficient of determination shows that the independent variables explain a substantial proportion of the variance in consumers’ purchase decisions. These findings suggest that purchase decisions on TikTok Shop are influenced by a combination of content quality and payment mechanisms that reduce consumers’ perceived risk.
Co-Authors Reni Suci Wahyuni Rustam, Kuswadi