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

Sri  Dahniar; Widya Anugra; Adinda Sakinah; Widia Febrianti; Muhammad Hasan

doi:10.55927/ijabm.v2i6.6891

Authors

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

DOI:

https://doi.org/10.55927/ijabm.v2i6.6891

Keywords:

Social Interaction, Purchasing, Marketing, Consumer Decision, TikTok Shop

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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