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Hatta: Jurnal Pendidikan Ekonomi dan Ilmu Ekonomi
Published by Sekolah Tinggi Keguruan dan Ilmu Pendidikan Majenang
ISSN : 30317576     EISSN : 30317568     DOI : https://doi.org/10.62387/hatta.v1i1
Core Subject : Economy, Education,
Economics, Econometrics & Finance Education Other
Hatta: Jurnal Pendidikan Ekonomi dan Ilmu Ekonomi, P-ISSN : 3031-7576, E-ISSN : 3031-7568. Jurnal ini bersifat Open Access. Artikel yang diterbitkan dapat diakses oleh semua pihak. Fokus dan Scope Jurnal ini yaitu Pendidikan Ekonomi dan Ilmu Ekonomi yang berkaitan. Terbit 2 kali dalam 1 tahun yaitu pada bulan April Dan Oktober. Diterbitkan oleh STKIP Majenang. Hatta: Jurnal Pendidikan Ekonomi dan Ilmu Ekonomi menerima makalah dalam bahasa Indonesia dan Inggris.
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 52 Documents
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Pengaruh Tiktok Shop terhadap Perilaku Konsumtif Pada Mahasiswa Pendidikan Ekonomi Stambuk 2025 Dayana Rebecca Tampubolon; Mawar Rona Omastauli Gultom; Chalfyn Syalom A Veliften Hutabarat; Mona Sofia Yanti Naibaho; Pittauli Ambarita; Rivani Marselinna Gea
HATTA : Jurnal Pendidikan Ekonomi dan Ilmu Ekonomi Vol 4 No 1 (2026): HATTA: Jurnal Pendidikan Ekonomi dan Ilmu Pendidikan
Publisher : STKIP MAJENANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62387/hatta.v4i1.463

Abstract

This study aims to analyze the influence of TikTok social media platform usage on the consumer behavior of students in the Economics Education Study Program, Stambuk 2025, HKBP Nommensen University, Medan. The rapid development of TikTok as a social commerce platform has driven significant changes in the consumption patterns of the younger generation, particularly through viral content, live shopping features, and the influence of influencers and content creators. This study used a qualitative method with a literature study approach and an online questionnaire survey based on Google Forms with a four-point Likert scale to 16 student respondents. The research instrument covered three main dimensions, namely: (1) intensity of TikTok Shop use, (2) the influence of TikTok Shop content on consumer behavior, and (3) self-control ability based on economic literacy. The results showed that 87.5% of students use TikTok every day, 75% admitted to being interested in purchasing products featured in TikTok content, and 68.8% trusted product recommendations from influencers. However, it was found that an economics educational background played an important role as a moderator of consumer behavior, as indicated by 93.8% of respondents who tried to shop wisely and 75.1% who felt that economics helped control impulsive shopping urges. This study concludes that TikTok Shop significantly influences students' purchasing intentions, but this influence can be effectively moderated through adequate economic literacy and financial awareness.
Membangun Loyalitas Pelanggan di Era Live Commerce: Model Experiential Marketing dan Customer Engagement pada TikTok Shop Wisnu Mahendri; Muhammad Nurhidayat
HATTA : Jurnal Pendidikan Ekonomi dan Ilmu Ekonomi Vol 4 No 1 (2026): HATTA: Jurnal Pendidikan Ekonomi dan Ilmu Pendidikan
Publisher : STKIP MAJENANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62387/hatta.v4i1.468

Abstract

Purpose: This study aims to analyze the effect of experiential marketing on customer loyalty, with customer engagement as a mediating variable, within the TikTok Shop live commerce environment. Method: A quantitative explanatory survey was conducted with 130 respondents who had purchased from TikTok Shop at least once in the previous three months. Data were collected via online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), with evaluation of both measurement and structural models. Findings: The results indicate that experiential marketing has a positive and significant direct effect on customer engagement and on customer loyalty. Customer engagement also positively and significantly influences customer loyalty. Moreover, customer engagement partially mediates the relationship between experiential marketing and customer loyalty, with a Variance Accounted For value of 46.7 percent. Conclusions: This study confirms that experiential marketing, implemented through sense, feel, think, act, and relate dimensions, enhances customer loyalty on TikTok Shop both directly and indirectly through increased customer engagement. The partial mediation suggests a dual loyalty-building mechanism: an immediate affective route and a longer-term relational route. Future research is recommended to employ longitudinal designs and examine other platforms and moderating variables.

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