Analisis Perbandingan Keputusan Pembelian Konsumen Sebelum Dan Sesudah Tiktok Shop Dibuka Kembali
Year: 2025
Type: article
Study design: Observational Study
Abstract: ABSTRACT The COVID-19 pandemic has encouraged society to explore new opportunities through digitalization, particularly via social media. TikTok, as a social media platform, integrates both social networking and marketplace features through TikTok Shop. The rise of online shopping via TikTok Shop significantly impacted conventional MSMEs, leading the government to officially shut it down. However, after its acquisition by GoTo, TikTok Shop was officially reopened in conjunction with the National Online Shopping Day. This study targets consumers residing in Sleman Regency who have previously shopped online via TikTok Shop. A comparative quantitative method was employed to analyze purchasing decisions before and after the reopening of TikTok Shop. The study utilized purposive sampling, with purchasing decisions measured through indicators such as price, promotion, and product quality. Instrument testing included validity tests, reliability tests, normality tests, homogeneity tests, and data analysis using the non-parametric Mann-Whitney U test. The analysis results show that the first hypothesis test yielded a significance value (P-value) of 0.000, indicating a significant difference. The second hypothesis test using the mean rank analysis concluded that purchasing decisions before TikTok Shop's reopening (122.96) were better than after its reopening (78.04). Purchasing decisions were influenced by factors such as price, promotions, and product quality. The majority of respondents, who work as private-sector employees, were sensitive to price changes and expected more promotions, such as discounts, free shipping vouchers, and coupons, to enhance the appeal of online shopping. Keywords: Marketplace, Comparison, Purchasing Decision, TikTok Shop.
Authors: Asih Endah, Mursyid, Novi Nur Akhmad
Institution: Akademi Manajemen Administrasi Yogyakarta
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409970876