Golden Ratio of Social Science and Education
Vol. 4 No. 2 (2024): June - November

Digital Marketing Strategy on Online Purchase Decision on TikTok Online Shopping Platform

Handayani, Eliya Hikmah (Unknown)
Rasidi, Moh. (Unknown)

Article Info

Publish Date
30 Nov 2024

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.

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Journal Info
Golden Ratio of Social Science and Education
Website

Abbrev

grsse

Publisher

Manunggal Halim Jaya

Subject

Religion Humanities Education Social Sciences Other

Description

Golden Ratio of Social Science and Education (GRSSE) encourages courageous and bold new ideas, focusing on contribution, theoretical, managerial, and social life implications. Golden Ratio of Social Science and Education (GRSSE) welcomes papers: Arts, Anthropology Communication Education Education ...