The Impact of Live Streaming, Celebrity Endorsement, Promotion Tools, Online Reviews, Security, Ease of Use and Convenience on Online Shopping Behavior of TikTok Users After Covid-19 Pandemic in Jakarta

Farran, Michelle (2023) The Impact of Live Streaming, Celebrity Endorsement, Promotion Tools, Online Reviews, Security, Ease of Use and Convenience on Online Shopping Behavior of TikTok Users After Covid-19 Pandemic in Jakarta. Masters thesis, Universitas Pelita Harapan.

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Abstract

At the start of the pandemic, an interesting phenomenon emerged in the realm of online commerce with the skyrocketing TikTok Shop. As a social media platform that was originally known as a place to share short videos, TikTok has quickly transformed into a potential platform for business people to market and sell their products. With people limited in physical interactions and switching to digital content consumption, TikTok Shop is an innovative solution to meet consumer needs. TikTok users are not only passive consumers, but can also directly purchase products seen in videos, creating a more direct and interactive shopping experience. This research aims to identify the significant influence of several factors on online shopping behavior for TikTok users during the Covid-19 pandemic in Jakarta. Factors investigated include the impact of live streaming, celebrity endorsements, promotional tools, online reviews, security, ease of use, and convenience. By focusing on the shopping context, this research will provide an in-depth understanding of how these factors influence TikTok users' purchasing decisions during era. This research applies the Structural Equation Modeling Partial Least Squares (SEM- PLS) method with 215 respondents. The data that has been collected is processed using the SmartPLS application, ensuring accurate statistical analysis. This approach provides in-depth insight into the influence of factors on the online shopping behavior of during TikTok users in Jakarta. The results of the analysis show that all variables studied have a significant influence on the online shopping behavior of TikTok users during the pandemic in Jakarta. Of all the factors observed, online reviews emerged as the most influential variable, playing a central role in shaping users' purchasing decisions. In contrast, the variable that has the lowest influence is security, indicating that, although important, security factors have a more limited impact in influencing TikTok users' online shopping decisions. Keywords : live streaming, celebrity endorsement, promotional tools, online reviews, security, ease of use, convenience, TikTok Shop, Online Shop Behavior, Covid-19/Di awal masa pandemi, muncul fenomena menarik di ranah belanja online dengan meningkatnya aktivitas di TikTok Shop. Sebagai platform media sosial yang awalnya dikenal sebagai tempat berbagi video pendek, TikTok dengan cepat bertransformasi menjadi platform potensial bagi para pebisnis untuk memasarkan dan menjual produknya. Dengan terbatasnya interaksi fisik masyarakat dan beralih ke konsumsi konten digital, TikTok Shop menjadi solusi inovatif untuk memenuhi kebutuhan konsumen. Pengguna TikTok tidak hanya menjadi konsumen pasif, tetapi juga dapat langsung membeli produk yang terlihat di video, sehingga menciptakan pengalaman berbelanja yang lebih langsung dan interaktif. Penelitian ini bertujuan untuk mengetahui pengaruh signifikan beberapa faktor terhadap perilaku belanja online pengguna TikTok pada masa pandemi Covid-19 di Jakarta. Faktor-faktor yang diselidiki meliputi dampak streaming langsung, dukungan selebriti, alat promosi, ulasan online, keamanan, kemudahan penggunaan, dan kenyamanan. Dengan berfokus pada konteks belanja, penelitian ini akan memberikan pemahaman mendalam tentang bagaimana faktor-faktor tersebut mempengaruhi keputusan pembelian pengguna TikTok pada era tersebut. Penelitian ini menggunakan metode Structural Equation Modeling Partial Least Squares (SEM-PLS) dengan jumlah responden 215 orang. Data yang telah dikumpulkan diolah menggunakan aplikasi SmartPLS, memastikan analisis statistik akurat. Pendekatan ini akan memberikan pengetahuan mengenai pengaruh faktor-faktor terhadap perilaku belanja online selama pandemi menjadi pengguna TikTok di Jakarta. Hasil analisis menunjukkan bahwa seluruh variabel yang diteliti mempunyai pengaruh yang signifikan terhadap perilaku belanja online pengguna TikTok pada masa pandemi di Jakarta. Dari seluruh faktor yang diamati, ulasan online muncul sebagai variabel yang paling berpengaruh dan memainkan peran penting dalam membentuk keputusan pembelian pengguna. Sebaliknya, variabel yang memiliki pengaruh paling kecil adalah keamanan, yang menunjukkan bahwa meskipun penting, faktor keamanan memiliki dampak yang lebih terbatas dalam mempengaruhi keputusan belanja online pengguna TikTok. Keywords : live streaming, celebrity endorsement, promotional tools, online reviews, security, ease of use, convenience, TikTok Shop, Online Shop Behavior, Covid-19

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