Analisis Pengaruh Strategi TikTok terhadap Keputusan Pembelian melalui TikTok Shop

Abstract

Covid-19 forced almost all fulfillment of basic needs and various other activities to be diverted through digital services. Though they are now recovering, it seems that people are comfortable with the products and services provided through digital platforms, one of which is shopping through e-commerce. At this time, e-commerce competition is getting tougher in Indonesia coupled with the emergence of s-commerce. TikTok Shop as the most widely used s-commerce platform for shopping has its own way of being able to attract its consumers. The purpose of this study is to identify the characteristics of TikTok Shop consumers and analyze the influence of TikTok strategies such as live shopping, the TikTok algorithm, and the TikTok affiliate program on purchasing decisions through the TikTok Shop. The sample selection method uses a non-probability sampling method with a purposive sampling technique. The analytical method used is multiple linear regression analysis. The results show that TikTok Live Shopping, TikTok Algorithm, and the TikTok Affiliate Program have significant influences on purchasing decisions through the TikTok Shop.