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All Journal Indonesian Journal of Social Sciences, Policy and Politics (IJSSPP)
Arielyan, Nur Mismeitha
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Social Sciences

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ANALYSIS OF THE INFLUENCE OF TIKTOK SHOP'S ONLINE MARKETING STRATEGY ON CONSUMER PURCHASING DECISIONS ON MS GLOW PRODUCTS Hasanah, Alfatjil Defni; Juwita; Arielyan, Nur Mismeitha
Indonesian Journal of Social Sciences, Policy and Politics Vol. 3 No. 2 (2025): June 2025, Indonesian Journal of Social Sciences, Policy and Politics (IJSSPP)
Publisher : Yayasan Wayan Marwan Pulungan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69745/ijsspp.v3i2.134

Abstract

This study aims to analyze the impact of online marketing strategies through TikTok Shop on consumer purchasing decisions for MS GLOW products. With the increasing use of social media platforms in marketing, TikTok Shop has emerged as an effective channel for reaching consumers, particularly among the younger generation. The research method employed is library research, which involves collecting and analyzing various literature, articles, and previous studies related to digital marketing and consumer behavior. The findings indicate that the marketing strategies implemented on TikTok Shop, such as creative content, direct interaction with consumers, and the use of influencers, have a significant impact on purchasing decisions. Additionally, factors such as brand trust, product quality, and user experience also play a crucial role in influencing consumer decisions. This research is expected to provide insights for marketers and business practitioners in formulating more effective marketing strategies in the digital era.
Co-Authors Hasanah, Alfatjil Defni Juwita