GENERATION Z PURCHASE DECISION ON TIK-TOK SHOP IN TASIKMALAYA CITY: ANALYSIS OF INNOVATION, QUALITIES, PROMOTION AND E-TRUST

Robi Awaluddin, Muhammad Aliyuddin, Febrialdy Hendratawan

Abstract

This research aims to analyse consumer behaviour regarding purchasing decisions in Tik-Tok's live shopping based on Product Innovation, Product Quality, Promotion, and e-Trust. Furthermore, this research is a quantitative research involving stratified random sampling consisting of 202 Generation Z respondents that live in the city of Tasikmalaya, the spreading of set of questionnaires is using direct filling Google form to reduce the use of paper. Data analysis technique using Multiple Linear Regression Analysis by SPSS Version 26. Result from this research is that Product Innovation, Product Quality, Promotion and e-trust in both partially and simultaneously have a positive and significant impact to consumer purchase decisions in Z generation located in Tasikmalaya, Indonesia. The novelty of this research is examines the impact on consumer decision buying decision in Tik-Tok social commerce in Indonesia which is a new model as a type of e-commerce

Full Text:

PDF

References

Alma, B. (2018). Manajemen Pemasaran Dan Pemasaran Jasa. Alfabeta.

Amstrong, A. (2018). Principles of Marketing.

Awaluddin, R. (n.d.). MANAJEMEN STRARTEGIK: STRATEGI BISNIS NAIK KELAS DENGAN BUSINESS MODEL CANVAS (Panduan untuk Mahasiswa, Entrepreneurs, UKM dan Start Up Pemula).

Awaluddin, R. (2019). PEMETAAN INNOVATION BANDARA INTERNASIONAL JAWA BARAT DENGAN BISNIS MODEL CANVAS. Jurnal Mantik Penusa, 3(3), 85–91.

Ayu Rizaty, M. (2023). “Per April 2023, Pengguna TikTok Indonesia Terbanyak Kedua Dunia”.,.

Baraka, S. (2023). Multiple (Linear) Regression: Formula, Examples and FAQ.

Bhat, A. (2023). Descriptive Research: Definition, Characteristics, Methods + Examples. QuestionPro.

Cahyaningtyas, R., & Indra Wijaksana, T. (2021). THE INFLUENCE OF PRODUCT REVIEWS AND MARKETING CONTENT ON TIKTOK ON SCARLETT WHITENING BY FELICYA ANGELISTA PURCHASING DECISIONS. www.mediaindonesia.com

Fenilia Fenilia, I. S. (2023). Pengaruh Innovation, Brand Ambassador, dan Promotion terhadap Keputusan Pembelian Scarlett Whitening pada Media Sosial Tiktok Batam. YUME Jurnal of Management.

Fleetwood, D. (2023). Stratified Random Sampling: Definition, Method and Examples. QuectionPro.

Ghorbani, Z., Kargaran, S., Saberi, A., Haghighinasab, M., Jamali, S. M., & Ale Ebrahim, N. (2022). Trends and patterns in digital marketing research: bibliometric analysis. Journal of Marketing Analytics, 10(2), 158–172. https://doi.org/10.1057/s41270-021-00116-9

Hassan, M. (2023). Quantitative Research – Methods, Types and Analysis. Researchmethod.Net.

Hayes, A. (2023). Multiple Linear Regression (MLR) Definition, Formula, and Example. Investorpedia.

Hurley, R. F., & Hult, G. T. M. (1998). Innovation, market orientation, and organizational learning: An integration and empirical examination. Journal of Marketing, 62(3), 42–54. https://doi.org/10.2307/1251742

Khadijah, S. (n.d.). Tiktokshop jadi social commerce paling populer di indonesia. Https://Teknologi.Bisnis.Com/Read/20221003/266/1583477/Tiktok-Shop-Jadi-Social-Commerce-Paling-Populer-Di-Indonesia.

Kotler, P. (2017). [Philip_Kotler]_Kotler,_P.,_2017._Marketing_4.0_Mo(z-lib.org).

Mukodompit, H. Y., Lapian, J., & Roring, F. (2022). EFFECT OF ONLINE CUSTOMER RATING, CASH ON DELIVERY PAYMENT SYSTEM AND ONLINE CUSTOMER REVIEW ON PURCHASE DECISIONS AT TIKTOK SHOP (STUDY OB STUDENTS AND ALUMNI EQUIL CHOIR FEB UNSRAT). EMBA, 10(3).

Oscardo, J., Purwati, A. A., Hamzah, M. L., Bisnis, I., Teknologi, D., Indonesia, P., Islam, U., Sultan, N., & Riau, S. K. (2021). INVEST : Jurnal Innovation Bisnis dan Akuntansi Product Innovation, Price Perception, Customer Experience and Positioning Strategy in Increasing Purchasing Decisions at PT. Cahaya Sejahtera Riau Pekanbaru Innovation Produk, Persepsi Harga, Pengalaman Konsumen dan Strategi Positioning dalam Meningkatkan Keputusan Pembelian Pada PT. Cahaya Sejahtera Riau Pekanbaru (Vol. 2). http://journal.al-matani.com/index.php/invest/index

Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. www.businessmodelgeneration.com/canvas

Prastiwi, S. (n.d.). Sejarah dan Perkembangan Tiktok di Indonesia.

Primananda, P. G. B. N., Yasa, N. N. K., Sukaatmadja, I. P. G., & Setiawan, P. Y. (2022). Trust as a mediating effect of social media marketing, experience, destination image on revisit intention in the COVID-19 era. International Journal of Data and Network Science, 6(2), 517–526. https://doi.org/10.5267/j.ijdns.2021.12.002

Rachmaningtyas, P., & Surianto, Moh. A. (2022). Pengaruh Celebrity Endorser, Daya Tarik Iklan, dan Quality Produk Terhadap Keputusan Pembelian. Jurnal Ekobistek, 389–396. https://doi.org/10.35134/ekobistek.v11i4.459

Rogers, E. (1995). Diffusion of innovations.

Sage-Advice. (2020). What is descriptive method in quantitative research?

Santoso, R., Erstiawan, M. S., & Kusworo, A. Y. (2020). Innovation Produk, Kreatifitas Iklan Dan Brand Trust Mendorong Keputusan Pembelian. JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 5(2), 133–145. https://doi.org/10.29407/nusamba.v5i2.14369

Scribbr. (2023). What is Hypothesis ? . Scribbr.

Setya Juli, E. K. (2022). PENGARUH HARGA, KEPERCAYAAN, BRAND LOVE DAN E- PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH PADA PENGGUNA APLIKASI TIKTOK PADA ERA PANDEMI COVID 19. Jubis, 3(1).

Stephanie, C. (n.d.). Jumlah Pengguna Aktif Bulanan TikTok Terungkap. Https://Tekno.Kompas.Com/Read/2021/04/19/14020037/Jumlah-Pengguna-Aktif-Bulanan-Tiktok-Terungkap.

Suarna, I. F. (2022). Purchase Decision pada Live Streaming Shopping Pengguna Media Sosial Tiktok di Bandung. Ekono Insentif, 16(2), 138–152. https://doi.org/10.36787/jei.v16i2.942

Surya Ramadhon, G., Ula Ananta Fauzi, R., & Citaningtyas Ari Kadi, D. (2023). SIMBA SEMINAR INNOVATION MANAJEMEN BISNIS DAN AKUNTANSI 5 Seminar Innovation Manajemen Bisnis dan Akuntansi (SIMBA) 5 Fakultas Ekonomi dan Bisnis Universitas PGRI Madiun.

Tety, H., Harita, S., & Siregar, O. M. (n.d.). PENGARUH DIRECT MARKETING DAN PRODUCT QUALITY TERHADAP MINAT BELI ULANG PADA LIVE STREAMING MARKETING TIKTOK (Studi pada pengguna aplikasi Tiktok di Kota Medan). Jurnal Ekonomi Kreatif Dan Manajemen Bisnis Digital, 1(2), 171–184. https://transpublika.co.id/ojs/index.php/JEKOMBITAL

Ulfa, M. (n.d.). Gertakan TikTok Shop, Ancaman Baru Eksistensi E-Commerce Asia Tenggara? Https://Www.Idxchannel.Com/Economics/Gertakan-Tiktok-Shop-Ancaman-Baru-Eksistensi-e-Commerce-Asia-Tenggara.

Wibowo, T. (2021). Studi Penetrasi Aplikasi Media Sosial Tik-Tok Sebagai Media Pemasaran Digital: Studi Kasus Kota Batam (Vol. 1, Issue 1). https://journal.uib.ac.id/index.php/conescintech

Refbacks

  • There are currently no refbacks.