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All Journal International Journal of Asian Business and Management (IJABM)
Widia Febrianti
Universitas Negeri Makassar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Utilization of TikTok Shop Interactive Features and Their Impact on Consumer Purchasing Decisions Sri Dahniar; Widya Anugra; Adinda Sakinah; Widia Febrianti; Muhammad Hasan
International Journal of Asian Business and Management Vol. 2 No. 6 (2023): December, 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijabm.v2i6.6891

Abstract

TikTok, a widely used social media platform, recently introduced the TikTok Shop interactive feature, enabling users to shop directly from videos. This study, employing a quantitative descriptive method, gathered data through surveys and questionnaires, focusing on consumers who accessed TikTok Shop. The findings reveal a significant positive impact of TikTok Shop's interactive features on consumer purchasing decisions. Users frequently engaging with products showcased in TikTok Shop videos are more likely to make purchases. Additionally, recommendations and reviews from other users on the platform significantly influence consumer purchase decisions
Co-Authors Adinda Sakinah Muhammad Hasan Sri Dahniar Widya Anugra