Analysis of Marketing Aspects in Tiktok Shop Online Business in Business Feasibility Study Perspective
DOI:
https://doi.org/10.61166/regulate.v1i1.5Keywords:
Tiktop shop, online business, marketingAbstract
This study aims to evaluate the effect of customer reviews, live video streaming, free shipping, and discounts on product purchasing decisions in Tiktok Shop, especially among teenagers in Palalang Village, Pakong District, Pamekasan Regency. The research method used is a qualitative approach with data collection through observation, interviews, and documentation. The results showed that positive reviews increased purchasing interest, while negative reviews reduce purchase interest. Live video streaming, free shipping, and discounts are proven to be a significant factor in increasing purchasing decisions. Customer satisfaction plays an important role in influencing purchasing decisions and customer loyalty. This study concluded that an effective marketing strategy at Tiktok Shop can increase customer satisfaction and purchasing decisions, which in turn supports the success of online business.
References
Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). (2023). Laporan Penetrasi dan Profil Pengguna Internet Indonesia 2022-2023.
Bahrudin, I., & Zuhro, S. (2015). Pengaruh Kepuasan Pelanggan Terhadap Loyalitas Pelanggan.
Bhattacherjee, A. (2001). Understanding Information Systems Continuance: An Expectation-Confirmation Model.
Caruana, A. (2002). Service Loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction.
Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience.
Kotler, P., & Keller, K. L. (2014). Marketing Management (14th ed.). Pearson Education.
Lupiyoadi, R., & Hamdani, A. (2006). Manajemen Pemasaran Jasa. Salemba Empat.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.
Populix. (2023). Laporan Tren Konsumen di Indonesia.
Prastowo, R. (2023). Teori dan Aplikasi Keputusan Pembelian.
Prilano, W., Pratama, A., & Utomo, S. (2020). Pengaruh Diskon dan Gratis Ongkos Kirim Terhadap Keputusan Pembelian.
Romla, S., & Ratnawati, N. (2018). Analisis Keputusan Pembelian Konsumen.
Setyariningsih, R. (2019). Keputusan Pembelian dan Perilaku Konsumen.
