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The Influence of Promotion, Influencer, and Transaction Convenience on Purchase Intention of Gen Z and Millennials in Tiktok Shop Based on Theory of Planned Behavior

Year: 2025

Type: conference-paper

Abstract: This study examines the influence of promotion, influencer, and transaction convenience on the purchase intention of Gen Z and Millennials in TikTok Shop, using the Theory of Planned Behavior (TPB) as the theoretical framework. A mixed-methods approach was employed: a quantitative survey (n=90) and qualitative interviews (n=5). Results show that promotions significantly affect attitudes, influencer recommendations strengthen subjective norms, and transaction convenience enhances perceived behavioral control, all of which positively impact purchase intention. These findings confirm the applicability of TPB in the context of social commerce and provide practical recommendations for digital marketing strategies.

Source: The International Conference on Sustainable Economics Management and Accounting Proceeding

DOI: 10.32424/icsema.1.1.389

Authors: Sakinah Mumtahanah, Lusi Suwandari

Institution: Jenderal Soedirman University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4413723970

FWCI:

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