Tik Tok as a Promotional Media to Influence Consumer Purchase Decisions

Martini, Luh Kadek Budi; Suardhika, I Nengah; Dewi, Luh Komang Candra

doi:10.21776/ub.jam.2022.020.01.17

Cited by 6 publications

(4 citation statements)

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“…This research examines the influence of social media marketing TikTok on students' purchasing decisions for Jiniso products. The research results show that using TikTok in marketing can have a positive impact on purchasing decisions (Martini et al 2022).…”

Section: Role Of Tiktok In Digital Marketingmentioning

confidence: 93%

The Influence of Online Video Content on Tiktok Shop Consumer Behavior

Dendi,

Ramanda,

Firmansyah

2023

(JPRDC)

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This research aims to analyze the influence of online video content on consumer behavior in the Tik Tok Shop context. With the increasing popularity of Tik Tok as a social media platform focused on video content, the question of how video content influences consumer behavior has become relevant. The research results show that there is a significant correlation between online video content presented on Tik Tok Shop and consumer online shopping behavior. Interesting, informative and creative video content tends to increase consumer interest in purchasing the product or service being promoted. In addition, this research also identified that Tik Tok's special features, such as duets, challenges, and live streaming, have a significant impact in increasing consumer engagement. Utilization of these features by sellers can increase interactions with consumers, which in turn can influence purchasing decisions. In conclusion, online video content has an important role in shaping consumer behavior at Tik Tok Shop. Therefore, sellers and marketers need to understand the importance of creating engaging and creative content to achieve their marketing goals on these platforms.

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Section: Role Of Tiktok In Digital Marketingmentioning

confidence: 93%

The Influence of Online Video Content on Tiktok Shop Consumer Behavior

Dendi,

Ramanda,

Firmansyah

2023

(JPRDC)

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“…The expected effort invested by the tourist when using TikTok has a positive influence on the tourist's decision about the travel destination, and the authors reached these results (Zhou et al, 2023;Wang et al, 2022, Du et al, 2022Zhou et al, 2015). Authors who examined the social influence of TikTok on tourists' travel decisions concluded that there was a significant positive impact (Zhou et al, 2023;Zainal et al, 2023;Martini et al, 2022;Li, 2021). Compared to other social networks, TikTok's terms of use make it easier for potential travelers to search for travel.…”

Section: Source: Authormentioning

confidence: 96%

The impact of TikTok on travel decision

Dramićanin,

Perić,

Gašić

2023

Conference Proceedings : ICEMIT

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Social media is becoming an essential source of travel information for potential travelers. By using the functions of social networks, identifying the target audience, and creating exciting content, tourism offer holders can promote the offer and activities to a broader audience and cultivate meaningful relationships with potential and loyal users. Offer holders in modern business must accept the opportunity that TikTok, as currently the most visited social network, offers and add this platform to their marketing strategies on social networks. TikTok's influence on the travel industry is growing, with tourists increasingly turning to the platform to find travel inspiration, discover their next vacation destination, or plan their next trip. The paper explores TikTok’s impact on tourists' travel decisions. People from the millennials (1980-1994) and the Z generation (1995-2009) in the Republic of Serbia represent 113 respondents. The analysis results show significant differences in the factors influencing the decision to travel according to the age structure of respondents who use TikTok. This paper enriches existing domestic and foreign research on the topic of tourists' travel decision-making based on the use of social networks. The results of this research can help tourism offer owners use TikTok and short videos more effectively to promote their offer.

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“…Previous studies have focused on the TikTok as a promotional media to influence consumer purchase decision (Martini et al, 2022). This research has been con- Other previous studies have only focused on social media marketing and its effects on TikTok users (Azpeitia, 2021).…”

Section: Problem Statementmentioning

confidence: 99%

Digital Marketing Features in Tik Tok Influence Purchase Decision: A Study Among Usim Students

Jumali,

Mustaffa

2024

J. Cntm. Isl. Comm.

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Due to the rise of social media, it has become a popular medium for marketers to generate qualified leads, launch new products, communicate with target audiences, and increase brand awareness quickly and effectively. Advancement of technology with the existence of the internet enable globally transmitted information in a faster way and focusing on social media presence as an effective platform for digital marketing. Marketers can use social media to display their products in creative ways, such as by creating videos. TikTok is among the most widely used social media. This study investigated an understanding about the digital marketing features in TikTok influence purchase decisions among students. Due to the fact that the information published on TikTok is short, entertaining, trendy, creative, and highly engaging, these platforms have become well-liked for marketing campaigns. Therefore, the purpose of this research is to study about digital marketing features in TikTok that can influence students in purchasing decisions. This research will provide new insights into the reasons and the effect of digital marketing features by using the TikTok platform. For this study, a qualitative research design through the in-depth interview was used, with 6 informants and interview questions were prepared. The interview questions were designed to help researchers accomplish the objectives of the research. Informants for this study mainly focused on students from the Faculty of Leadership and Management (FKP), USIM (Universiti Sains Islam Malaysia) who were selected by purposive sampling. The Theory of Reasoned Action (TRA) has been used in this research to examine how an individual's attitude toward a behaviour can reflect their evaluation or generally feel about that behaviour. It has also been used to measure the subjective norms within a person's perception of social pressure to engage in or avoid from engaging in a specific behaviour, which builds a strong foundation for the consumer purchase decision. This study found that the digital marketing features in TikTok that can influence students’ purchase decisions are TikTok Shop, Short video content, and TikTok’s live sales. Other than that, the effect of the digital marketing features could lead someone to become extravagant and addicted behaviours. This approach will allow current and future researchers to gain a better understanding of the digital marketing features in TikTok that can influence purchase decisions among students and its effect.

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Tik Tok as a Promotional Media to Influence Consumer Purchase Decisions

Cited by 6 publications

References 0 publications

The Influence of Online Video Content on Tiktok Shop Consumer Behavior

The Influence of Online Video Content on Tiktok Shop Consumer Behavior

The impact of TikTok on travel decision

Digital Marketing Features in Tik Tok Influence Purchase Decision: A Study Among Usim Students

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