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All Journal International Journal of Geography, Social, and Multicultural Education (IJGSME) Jurnal Riset Sosial Humaniora dan Pendidikan
Ana Nur Ifadah
Unknown Affiliation
Humanities Earth & Planetary Sciences Education Environmental Science Social Sciences

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The Influence of The Tiktok Application as an Effort to Increase Sales of MSME Actors Causes Consumptive Culture in the Community Salsabila Mercy Maharani; Luthfia Hayu Widyana; Lailatul Chusnunisa; Ana Nur Ifadah; Procopio B. Dafun Jr
International Journal of Geography, Social, and Multicultural Education Vol. 1 No. 3 (2024): 1 February 2024
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/ijgsme.v1n3.p50-57

Abstract

The purpose of this study is to determine (1) tiktok, live tiktok, and tiktok shop content as an effort to increase sales of MSME actors; (2) The influence of tiktok shop on people's consumptive behavior; (3) Educational efforts in TikTok content on how to shop wisely; (4) The role of the government in responding to buying and selling activities on the TikTok application. This research uses qualitative methods with data collection techniques through interviews and literature studies sourced from books, journals and research that have been read. The results of this study state that the features provided by TikTok can have a positive impact on MSME players to increase sales and branding. Thus encouraging consumers to shop continuously without seeing the benefits of the item. It is important for the government to ensure that consumers who shop through tiktokshop are protected from harmful business practices
Pengaruh Persepsi pada Promo Harbolnas 12.12 Shopee terhadap Konsumsi Non-Esensial: (Survei pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Negeri Surabaya) Ana Nur Ifadah; Dian Ayu Larasati; Nuansa Bayu Segara; Dhimas Bagus Virgiawan
RISOMA : Jurnal Riset Sosial Humaniora dan Pendidikan Vol. 4 No. 4 (2026): Juli: RISOMA : Jurnal Riset Sosial Humaniora dan Pendidikan
Publisher : Asosiasi Ilmuwan Pendidikan, Sosial, dan Humaniora Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/risoma.v4i4.1823

Abstract

The development of e-commerce and digital payment systems has influenced students’ consumption patterns, including non-essential consumption. Shopee’s National Online Shopping Day (Harbolnas) 12.12 promotion offers various incentives that may shape perceptions and encourage consumption behavior among students. This study aims to analyze the perceptions of students of the Faculty of Social and Political Sciences, State University of Surabaya, toward Shopee’s Harbolnas 12.12 promotion and examine its influence on non-essential consumption. The research employed a quantitative approach with an associative design. A total of 382 students were selected using proportionate stratified random sampling. Data were collected through questionnaires and analyzed using descriptive statistics and simple linear regression. The findings reveal that students’ perceptions of Shopee’s Harbolnas 12.12 promotion are categorized as positive and have a significant influence on non-essential consumption. The more positive the students’ perceptions of the promotional offers, the greater their tendency to purchase goods beyond their primary needs. These findings indicate that digital promotional stimuli can influence students’ consumption behavior through perceptual processes and provide empirical support for the Stimulus-Organism-Response (S-O-R) theory in explaining the relationship between promotional stimuli and consumption behavior.
Co-Authors Dhimas Bagus Virgiawan Dian Ayu Larasati Lailatul Chusnunisa Luthfia Hayu Widyana Nuansa Bayu Segara Procopio B. Dafun Jr Salsabila Mercy Maharani