International Journal of Asian Business and Management (IJABM)
Vol. 2 No. 6 (2023): December, 2023

Utilization of TikTok Shop Interactive Features and Their Impact on Consumer Purchasing Decisions

Sri Dahniar (Universitas Negeri Makassar)
Widya Anugra (Universitas Negeri Makassar)
Adinda Sakinah (Universitas Negeri Makassar)
Widia Febrianti (Universitas Negeri Makassar)
Muhammad Hasan (Universitas Negeri Makassar)

Article Info

Publish Date
20 Dec 2023

Abstract

TikTok, a widely used social media platform, recently introduced the TikTok Shop interactive feature, enabling users to shop directly from videos. This study, employing a quantitative descriptive method, gathered data through surveys and questionnaires, focusing on consumers who accessed TikTok Shop. The findings reveal a significant positive impact of TikTok Shop's interactive features on consumer purchasing decisions. Users frequently engaging with products showcased in TikTok Shop videos are more likely to make purchases. Additionally, recommendations and reviews from other users on the platform significantly influence consumer purchase decisions

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Journal Info
International Journal of Asian Business and Management (IJABM)
Website

Abbrev

ijabm

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

The International Journal of Asian Business and Management (IJABM) aims to provide an international platform for disseminating the practices of Asian business in a timely and in-depth analysis of globalization and sustained development with a focus mainly on Asian business practices. This ...