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Journal : EBSJ

Strategies to Boost TikTokShop Purchases via Brand Ambassadors and Advertising Firdaus; Martini; Sulistiyaningsih, Sri; Ismanto, Fiderius; Effendi, Meizar
Economics and Business Solutions Journal Vol. 9 No. 1 (2025): Economics and Business Solutions Journal
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/ebsj.v9i1.11869

Abstract

This study explores strategies to improve product purchase decisions on TikTok Shop through the use of brand ambassadors and advertising. With the rise of social commerce, TikTok Shop has become a vital platform for digital marketing, highlighting the need for effective promotion. The research examines how brand ambassadors and advertising influence consumer behavior. A quantitative method was used, involving a purposive sample of 100 TikTok Shop users. Data were analyzed using SmartPLS 4.0, a PLS-SEM tool suitable for evaluating complex models and small samples. The measurement model assessed reliability and validity, while the structural model tested hypotheses. Results show that brand ambassadors significantly enhance consumer trust and perceived value, while advertising increases engagement and conversions. Both factors directly impact purchase intention and decisions, with intention acting as a mediator. The study concludes that combining brand ambassadors with targeted ads boosts product visibility and consumer confidence. These findings offer practical insights for businesses optimizing their TikTok Shop strategies
Co-Authors A.A. Ketut Agung Cahyawan W Abdul Wahab Absi, Warmiyana Zaira Aditya Kusumawati, Aditya Aditya Rahman AFINDYA RAHMA, SELLA Ahmad Aidil Sudarmono, Muh. Ala Purnawati Alam, Yuli Alaydah, Fifi Alfan Hadi AN NURIL MAULIDA FAUZIAH Andi Sumardin, Andi ANGGARETNA, MEGA Apriliana Pipin Aqil, Ibnu Ardiansyah, M. Ridho Arif Bakti Nugroho Ayu Papudani, Sentika Ayun Sriatmi Banna, Andi Bilkis, Cahaya Blandina Hendrawardani Budiaman CANDRA DEWI, NURLITA Cicilia, Indah Danang Febrianto Darmadi Djufri Dede Sulistio Dessy Wardiah Dewi, Adinda Cipta Dian alfia Purwandari Dwi Nur Halizah DYAH ASTRIANI Effendi, Meizar Efniar ELDIAWATI, TAMARA Elisa Murti Puspitaningrum Ellynia Estu Putri Maharani Eva Lestari Fadhlur Rahman Armi Fadzillah Fathonah, Hanna Fathurrahman Febriza, Tesa Firdaus Firdaus Gunawan Santoso Hadlun Hakim, Ahmad Handayani, Novia Harahap, Sarah Geltri Hardiyanti, Tutut Okta Hariyani, Reni Hariyani, Reni Hasan, Salim HERDIYANTI, MAULINDHA Hidayah, Halimah Nurul Hidayanti Murtina Husaen Sudrajat Intoriqatul Khairiyah Irmawati Liliyana Kusuma Dewi Iryanti, Nurlista ISHAQIYAH, ARINIL ISMANTO, FIDERIUS Januar Ida Wibowati Jatmiko, M.Roby Jumai Khairul Muzakki Kusworo Adi Laily Muhfida, Zayyinna LAILY ROSDIANA Ludovikus M. Izrar M. Kamari M. Thoyyib Marsidi Mawadha, St Muchamad Subali Noto Muh. Asroruddin Al Jumhuri Muh. Azhar Muhamad Arif Mahdiannur Muhammad Aminudin Muhammad Anggito Wibowo Muhammad Holkin Mujdalifah, Siti MUKHLISHOTI ROMADLONA IRFANAH, SAIDATUL Munawaroh, Faridatul Mursid Rahardjo Mustamin Nada, Shy Fany Intan Qotrun nani, Nani Sri Untari Ningrum, Elinda Puspita Nisrokyah Nova Scorviana Nova Scorviana H Nur Hidayaht, Achmad Nurcahyo, Fery Adhi Nurhidayanti Nuridzin, Dion Zein Nurin Kumala Dewi Prasetio, Tio PURNAMASARI, ENI Purnomo, Aris Rudi PUTRI RAMADHANY, NANDA Rabiatul Adawiyah Raehana, Syarifa Raihannatul Jannah Revdian Ibnu Ismail Rezki Utami, Dian Ramadhani Ridwanullah Rismawandi, Rismawandi Rizky Yulianto Rosmiati Rustam Bahluan Sadam Paksindra Safitri, Loli Saipiatuddin Samsinar Samsul Hakim Sanimah Saptini Saputra, Catur Surya Sekar Anggini, Dyah Ayu SETYO ERVANA, DHANANG Silviani SOPHIA NEGARA, MELATI SRIWATI APRILIANI, SITI Subaedah Subandi SULASTRI Sulistiyaningsih, Sri Sunardi Utami Surani Susilowati, Ruruh Syahid, Akhmad Syahputra, Ardiansyah Dharma syahrul, muhammad Syamsul Ph.D M.A. Hadi Tania, Dea Tidy Mutiara Lestari Sudarminto Putri Tio Prasetio Trisnawaty, Wulan Urip Tisngati Utamy, Vyra Garmyta Vatimatuz Zakhrah Wenny Marlini Widadi, Selamat Windarto Windihastuty, Wiwin Wulan Rahayu Yani Prabowo Yanuar Dwi Syahbani Yayu Mega Purnamasari Yessi Fitriani Yogi Gunawan Yuliana Yuliana Zahroyani Zainal Abidin Zainal Arifin Zainuddin, Cholidi