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All Journal Jurnal Ar Ro'is Mandalika (Armada)
Supu, Mahfud
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Religion Education Languange, Linguistic, Communication & Media Mathematics

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TikTok Shop: How Social Commerce Shapes Purchase Decisions Winoto, Agung; Supu, Mahfud; Nunu, Arson; Armawati, Armawati
Jurnal Ar Ro'is Mandalika (Armada) Vol. 6 No. 2 (2026): JURNAL AR RO'IS MANDALIKA (ARMADA)
Publisher : Institut Penelitian dan Pengembangan Mandalika Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/armada.v6i2.5740

Abstract

This study aims to analyze the influence of social commerce elements, such as social interaction, transaction convenience, creative content, user-generated content (UGC), and live shopping, on consumer purchase decisions on the TikTok Shop platform in Indonesia. Using a quantitative approach with an explanatory research design, this study involved respondents who had made purchases within the last six months. Regression analysis indicates that four main variables, like social interaction (p = 0.014), transaction convenience (p = 0.009), creative content (p = 0.012), and UGC (p = 0.012) are significantly affect purchase decisions. Meanwhile, live shopping does not show a significant influence (p = 0.115), suggesting that direct synchronous interaction on TikTok Shop is not sufficient to drive purchase conversion without strong support from information quality and credibility.
Co-Authors Armawati Armawati, Armawati Nunu, Arson Winoto, Agung