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THE INFLUENCE OF ONLINE VIDEO CONTENT ON TIKTOK SHOP CONSUMER BEHAVIOR
Dendi Dendi, Ramanda Ramanda, Wahyu Ridho Firmansyah
Abstract
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.
Keywords
Consumptive Behavior; Shopping Motives; Social Media; TikTok Shop; Video Content
References
Guarda, T., Augusto, M. F., Victor, J. A., Mazón, L. M., Lopes, I., & Oliveira, P. (2021). The impact of tiktok on digital marketing. In Marketing and Smart Technologies: Proceedings of ICMarkTech 2020 (pp. 35-44). Singapore: Springer Singapore.
Purnomo, Y. J. (2023). Digital Marketing Strategy to Increase Sales Conversion on E-commerce Platforms. Journal of Contemporary Administration and Management (ADMAN), 1(2), 54-62.
Azpeitia, J. (2021). Social media marketing and its effects on TikTok users.
Babin, B. J., & Harris, E. G. (2023). CB Consumer Behaviour. Cengage Canada.
Flavián, C., Gurrea, R., & Orús, C. (2019). Feeling confident and smart with webrooming: understanding the consumer's path to satisfaction. Journal of Interactive Marketing, 47(1), 1-15.
Youn, S., & Jin, S. V. (2021). In AI we trust?†The effects of parasocial interaction and technopian versus luddite ideological views on chatbot-based customer relationship management in the emerging “feeling economy. Computers in Human Behavior, 119, 106721.
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 1-26.
Wedyan, M., Falah, J., Alturki, R., Giannopulu, I., Alfalah, S. F., Elshaweesh, O., & Al-Jumaily, A. (2021). Augmented reality for autistic children to enhance their understanding of facial expressions. Multimodal Technologies and Interaction, 5(8), 48.
Martini, L. K. B., Suardhika, I. N., & Dewi, L. K. C. (2022). Tik Tok As A Promotional Media To Influence Consumer Purchase Decisions. Jurnal Aplikasi Manajemen, 20(1), 170-180.
Salasbila, I. E., & Ramdhan, D. (2022). Influence of Tiktok marketing content and halal awareness on purchasing decisions with BPOM attributes as intervening. International Journal of Education, Information Technology, and Others, 5(1), 92-101.
Wijayanto, G., Jushermi, J., Wahyuni, S., Alvionita, A., Junaidi, R., & Pramadewi, A. (2023). Purchase Intention Model Determined by Tik-Tok Social Media Marketing and Product Knowledge through Price Discount as Intervening Variables. Interdiciplinary Journal and Hummanity, 2(4), 299-306.
Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., Pitaloka, E., ... & Cahyon, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961-972.
Kumar, R. (2023). Which Type Of Influencer Should A Brand Choose For Collaboration: Small-Mid-Level, Or Large? (Doctoral dissertation).
Haryanto, A. A. F., Komariah, K., & Danial, R. D. M. (2022). Social Media And Viral Marketing Analysis Of Purchase Decisions Through Tiktok Applications. Inovbiz: Jurnal Inovasi Bisnis, 9(2), 33-39.
Mishra, S. B., & Alok, S. (2022). Handbook of research methodology
DOI: https://doi.org/10.24967/jprdc.v1i01.2502
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Dendi Dendi, Ramanda Ramanda, Wahyu Ridho FirmansyahAbstract
Keywords
References
Guarda, T., Augusto, M. F., Victor, J. A., Mazón, L. M., Lopes, I., & Oliveira, P. (2021). The impact of tiktok on digital marketing. In Marketing and Smart Technologies: Proceedings of ICMarkTech 2020 (pp. 35-44). Singapore: Springer Singapore.
Purnomo, Y. J. (2023). Digital Marketing Strategy to Increase Sales Conversion on E-commerce Platforms. Journal of Contemporary Administration and Management (ADMAN), 1(2), 54-62.
Azpeitia, J. (2021). Social media marketing and its effects on TikTok users.
Babin, B. J., & Harris, E. G. (2023). CB Consumer Behaviour. Cengage Canada.
Flavián, C., Gurrea, R., & Orús, C. (2019). Feeling confident and smart with webrooming: understanding the consumer's path to satisfaction. Journal of Interactive Marketing, 47(1), 1-15.
Youn, S., & Jin, S. V. (2021). In AI we trust?†The effects of parasocial interaction and technopian versus luddite ideological views on chatbot-based customer relationship management in the emerging “feeling economy. Computers in Human Behavior, 119, 106721.
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 1-26.
Wedyan, M., Falah, J., Alturki, R., Giannopulu, I., Alfalah, S. F., Elshaweesh, O., & Al-Jumaily, A. (2021). Augmented reality for autistic children to enhance their understanding of facial expressions. Multimodal Technologies and Interaction, 5(8), 48.
Martini, L. K. B., Suardhika, I. N., & Dewi, L. K. C. (2022). Tik Tok As A Promotional Media To Influence Consumer Purchase Decisions. Jurnal Aplikasi Manajemen, 20(1), 170-180.
Salasbila, I. E., & Ramdhan, D. (2022). Influence of Tiktok marketing content and halal awareness on purchasing decisions with BPOM attributes as intervening. International Journal of Education, Information Technology, and Others, 5(1), 92-101.
Wijayanto, G., Jushermi, J., Wahyuni, S., Alvionita, A., Junaidi, R., & Pramadewi, A. (2023). Purchase Intention Model Determined by Tik-Tok Social Media Marketing and Product Knowledge through Price Discount as Intervening Variables. Interdiciplinary Journal and Hummanity, 2(4), 299-306.
Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., Pitaloka, E., ... & Cahyon, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961-972.
Kumar, R. (2023). Which Type Of Influencer Should A Brand Choose For Collaboration: Small-Mid-Level, Or Large? (Doctoral dissertation).
Haryanto, A. A. F., Komariah, K., & Danial, R. D. M. (2022). Social Media And Viral Marketing Analysis Of Purchase Decisions Through Tiktok Applications. Inovbiz: Jurnal Inovasi Bisnis, 9(2), 33-39.
Mishra, S. B., & Alok, S. (2022). Handbook of research methodology
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