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All Journal Ultima Management : Jurnal Ilmu Manajemen MABIS: Manajemen dan Bisnis Studi Ilmu Manajemen dan Organisasi Indonesian Journal of Multidisciplinary Science Jurnal Multidisiplin Madani (MUDIMA) Multidiscience: Journal of Multidisciplinary Science
Hasan, Djohan Gunawan
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Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Public Health Social Sciences

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Journal : MABIS: Manajemen dan Bisnis

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The power of social commerce: TikTok's impact on Gen Z consumer purchasing behavior Poh, Stella; Hasan, Djohan Gunawan; Sudiyono, Krist Ade
Manajemen dan Bisnis Vol 23, No 2 (2024): September 2024
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v23i2.835

Abstract

Consumer shopping behavior has changed from brick-and-mortar to online shopping due to the COVID-19 pandemic. The development of online shopping was accompanied by social media technology, resulting in the emergence of the social commerce phenomenon. Social commerce, as a platform that supports two activities at once, has advantages over e-commerce platforms. However, in reality, the adoption of social commerce has not been utilized effectively by business actors, and not a few MSMEs have suffered losses due to the presence of social commerce platforms. This study was conducted to understand the adoption of social commerce platforms by utilizing social media content and live streaming to influence consumer purchases using the AIDA model and TAM model theories. This study uses quantitative methods by distributing questionnaires to 246 respondents and structural equation modeling (SEM) analysis techniques. The results showed that social media content and live streaming can inform consumers clearly and interestingly about products to build consumer attention and interest, which ultimately encourages consumer purchases. This study can be implemented by business owners to optimize the application of social media content and live streaming when running a business to increase consumer attractiveness and purchases.
Co-Authors Annas, Mohammad Erobathriek, Annisya Irnaldi, Devi Jimmy, So Yohanes Panjaitan, Elisabeth Dian Ladestia Poh, Stella Sudiyono, Krist Ade Sultan, Muhammad Habifian Susanto, Yosef Budi Triani, Meidiana