Factors Affecting The Purchase Decision of Local Clothing Products on The Tiktok Application

Autor(s): Sisca Amelia, Dr. Henny Medyawati, S.Kom., MM, Nelli Kozlova
DOI: 10.35760/ugefic.v8i1.177

Abstract

Social media is now one of the main channels in digital marketing strategies, including in driving consumer purchasing decisions. This study aims to analyze the effect of discounts, live streaming, online customer reviews, and content marketing on purchasing decision of local clothing products on the TikTok application. This study uses a quantitative approach with primary data obtained by distributing questionnaires to 100 respondents who are TikTok users and know the Jiniso brand. The sampling technique was carried out using non-probability sampling with a purposive sampling method. Data processing and analysis were carried out using the SmartPLS-SEM (Partial Least Square - Structural Equation Modelling) method, with analysis stages including convergent validity tests, discriminant validity, reliability, R-Square, F-Square, Q-Square tests, model fit (SRMR), path coefficient, and hypothesis testing. The results showed that the four independent variables: discounts, live streaming, online customer reviews, and content marketing had a significant effect on purchasing decisions. These findings confirm that digital marketing strategies through the TikTok application, especially by optimizing content and direct interactions such as live streaming and content marketing, can be an important factor in driving consumer purchasing decisions.

Keywords

content marketing; discounts; live streaming purchasing decisions; online customer review

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DOI: http://dx.doi.org/10.35760/ugefic.v8i1.177

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