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All Journal Golden Ratio of Social Science and Education
Handayani, Eliya Hikmah
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Digital Marketing Strategy on Online Purchase Decision on TikTok Online Shopping Platform Handayani, Eliya Hikmah; Rasidi, Moh.
Golden Ratio of Social Science and Education Vol. 4 No. 2 (2024): June - November
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grsse.v4i2.1303

Abstract

This study aims to determine the factors that influence consumer purchasing decisions on TikTok shop and differences in TikTok shop compared to other e-commerce platforms. Using a descriptive qualitative approach, data were obtained through in-depth interviews, observation, and documentation of consumer actors in Sentul Village, Gading District, who use TikTok Shop as a shopping medium. The results show that creative content strategies, utilization of influencers, and the use of live streaming features significantly increase consumer buying interest, digital marketing has a significant effect, while influencers and online customer reviews have a positive effect on purchasing decisions.
Co-Authors Rasidi, Moh.