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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 Abdillah, Muhammad Husein Ade Octavia Adelia, Vita Adi Sucipto, Adi Agung Nusantara Ahmad Fahmi Akmal, Muhammad Rafi Aldiva Qolby Tiara Alim, Mucahmmad Rully Sjahirul Alis Arifa Rahman Amelia Amrudin Mahfud Jumai Andro Dewanta Noegroho Andro Dewantara Noegroho Any Setyarini Ariyanto, Ahmad As'ari, Fajar Husain Asepta Hendriyanto Asepta Hendriyanto Asepta Hendriyanto Bagus Abdillah Budiman Budiman Callista Cahya Waroka Devanya Sonia Aulia Devi Dina, Novia Rahma Edy Purwanto Edy Purwanto Edy Purwanto Effendi, Meizar Elina Felda Andreani Ellen Proborini Endah Ratnasari Fatmawati, Azzahra Felda, Elina Fiderius Ismanto Haqq, Zulkifli Nurul Hari Murti Mahatma Putra Hayati, Michelle Zuhrotul Heru Yulianto Ilham Yusuf, Ilham ISMANTO, FIDERIUS Isna, Nova Jatmiko, M Roby Jatmiko, M.Roby Juma'i, A.M Jumai Jumai, Jumai Kukuh Mulyanto Kukuh Mulyanto Kukuh Mulyanto Lelani, Siska M. Roby Jatmiko M. Roby Jatmiko M. Rully Sjahirul Alim M. Sufi Ali Imran MARTINI Martini Martini Martini Martini Maulana, Satriyo Meizar Effendi Muhamad Roby Jatmiko Muhamad Roby Jatmiko Nadia Ayu Nisrina, Ghina Noegroho, Andro Dewantara Nofikasari, Nofikasari Nur Aini, Farikha Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurrahmah, Wa Ode Sitti Nuruddin Mahmud Pradipta Risma Rukma Ardi Purwanto, Dedik Putri, Cut Wanda Cahya Raihan, M. Dhany Roos Kities Andadari Rusmiyatun Rusmiyatun Sekar Fitri Tengah Panuluh Shafiyah Ainur Rafi'ah Sherly Vera Ari Sabrina SITTI NURRAHMAH, WA ODE Sri Sulandjari Sri Sulistiyaningsih Suharti Suharti , Suharti Sulistiyaningsih, Sri Suwardi Suwardi Tiara, Aldiva Qolby Wa Ode Sitti Nurrahmah Wa Ode Sitti Nurrahmah Wulandari, Nisa Amelia Yasinta, Tiurman