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All Journal Jeinsa : Jurnal Ekonomi Ichsan Sidenreng Rappang Economics and Digital Business Review
Dita Haritza
Sekolah Tinggi Ilmu Ekonomi Pelita Buana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH SOCIAL PROOF TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PASCA MERGER TIKTOK SHOP DAN TOKOPEDIA DI KOTA MAKASSAR Nasyirah Nurdin; Musmahendra Musmahendra; Dodi Rumissing; Syamsul Riyadi; Novita Kumala Sari; Dita Haritza
Jurnal Ekonomi Ichsan Sidenreng Rappang Vol 4 No 1 (2025): March-June
Publisher : Universitas Ichsan Sidenreng Rappang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61912/jeinsa.v4i1.175

Abstract

This study aims to find out and analyze the influence of Social Proof on consumer purchase decisions after the merger between TikTok Shop and Tokopedia, especially in Makassar City. This study uses a descriptive quantitative approach that aims to reveal the influence between Social Proof variables (such as reviews, ratings, number of buyers, and the influence of public figures) on consumer purchasing decisions. The population of this study is the entire population of Makassar City totaling 1,474,393 people, with a sample of 100 respondents selected using the purposive sampling technique. Data was obtained through a questionnaire survey designed to measure respondents' perception of the influence of Social Proof on their purchasing decisions. The data analysis technique was carried out with the help of SPSS software to see the significant relationship between the two variables. The results showed that there was a strong relationship between Social Proof and consumer purchase decisions, with a significant value of 0.001 which was smaller than 0.05. This indicates that Social Proof has a significant influence on consumer purchase decisions after the merger in Makassar City, so the strategy of using social proof can be an effective marketing tool for the company.
Live Commerce on TikTok Shop: The Influence of Host Credibility and Entertainment on Impulse Buying through Fear of Missing Out among Generation Z Students in Makassar City Dita Haritza; Novita Kumala Sari; Ihwal Asrul; Nasyirah Nurdin
Economics and Digital Business Review Vol. 7 No. 2 (2026)
Publisher : Yayasan Vifada Cendikia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v7i2.4013

Abstract

Perkembangan live commerce telah mengubah perdagangan digital menjadi pengalaman berbelanja yang interaktif, menghibur, dan berlangsung secara real-time. Di Indonesia, TikTok Shop menjadi salah satu platform social commerce yang berkembang pesat, terutama di kalangan Generasi Z yang memiliki tingkat literasi digital dan intensitas penggunaan media sosial yang tinggi. Meskipun penelitian mengenai live commerce terus meningkat, kajian yang mengintegrasikan Host Credibility dan Entertainment terhadap Impulse Buying melalui Fear of Missing Out (FoMO) masih terbatas, khususnya pada konteks TikTok Shop di Indonesia. Penelitian ini bertujuan menganalisis pengaruh Host Credibility dan Entertainment terhadap Impulse Buying melalui FoMO pada mahasiswa Generasi Z di Kota Makassar. Penelitian menggunakan pendekatan kuantitatif dengan desain explanatory research. Data dikumpulkan melalui kuesioner berskala Likert lima poin dari mahasiswa Generasi Z pengguna TikTok Shop yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS 4. Model penelitian dikembangkan berdasarkan Stimulus-Organism-Response (S-O-R) Theory serta didukung oleh Social Presence Theory dan Flow Theory. Sintesis literatur internasional periode 2023–2026 menunjukkan bahwa Host Credibility dan Entertainment berperan sebagai stimulus yang meningkatkan FoMO, yang selanjutnya mendorong Impulse Buying. Penelitian ini diharapkan memperkaya pengembangan teori perilaku konsumen digital sekaligus memberikan implikasi praktis bagi pelaku live commerce dalam merancang strategi komunikasi pemasaran yang lebih efektif untuk meningkatkan keterlibatan dan keputusan pembelian konsumen. Kata Kunci: Live Commerce, TikTok Shop, Host Credibility, Entertainment, Fear of Missing Out, Impulse Buying
Co-Authors Dodi Rumissing Ihwal Asrul Musmahendra Musmahendra Nasyirah Nurdin Novita Kumala Sari Novita Kumala Sari Syamsul Riyadi