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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK)
Sri Wani
Universitas Muhammadiyah Kendari
Decision Sciences, Operations Research & Management

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Stuck in the Experience: How Tiktok Shop Leverages Perceived Interactivity, Immersion, and Enjoyment in Purchase Decisions Nisrina Hamid; Indri Hapsari; Sri Wani
Jurnal Manajemen dan Kewirausahaan Vol. 12 No. 2 (2024): December (2024)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v12i2.12913

Abstract

Initially a social media platform, TikTok has evolved into the most extensively downloaded medium for product promotion and sales, prompting both endorsement and critique. This study aims to explore the impact of enjoyment as a mediating variable between perceived interactivity, immersion, and buying decisions utilizing SEM-PLS analysis. Findings reveal that perceived interactivity and immersion significantly and positively influence enjoyment, yet perceived interactivity fails to significantly impact purchase decisions positively. Notably, enjoyment as a mediating variable demonstrates mediating effects on purchase decisions, with distinct degrees of mediation, including partial and full mediation.
Co-Authors Indri Hapsari Nisrina Hamid