Strategi dan Dinamika Perilaku Konsumen dalam Keputusan Pembelian Produk melalui Tiktok Shop di Era Digital

Authors

  • Hendra Saputra Universitas Negeri Medan
  • Nadya Stefania Hutauruk Universitas Negeri Medan
  • Tressia Anjelina Manalu Universitas Negeri Medan
  • Sri Rahayu Sinaga Universitas Negeri Medan
  • Willy Linchon Sihombing Universitas Negeri Medan
  • Jonathan Fransisikus Siringoringo Universitas Negeri Medan
  • Stephen Malau Universitas Negeri Medan

Keywords:

Strategi Pemasaran Digital, Perilaku Konsumen, Social Commerce, Tiktok Shop, Keputusan Pembelian

Abstract

Penelitian ini menganalisis hubungan antara strategi pemasaran dan perilaku konsumen dalam memengaruhi keputusan pembelian di TikTok Shop sebagai bentuk social commerce di era digital. Menggunakan pendekatan deskriptif kualitatif melalui studi literatur dan observasi digital, hasil penelitian menunjukkan adanya pergeseran perilaku konsumen dari rasional menjadi emosional, impulsif, dan visual. Konsep shoppertainment mendorong pembelian spontan melalui konten video dan siaran langsung. Influencer, ulasan produk, harga kompetitif, serta tren viral terbukti meningkatkan niat beli dan kepercayaan konsumen. Kesuksesan pemasaran di TikTok Shop bertumpu pada tiga pilar utama: konten kreatif, interaktivitas, dan kepercayaan sosial. TikTok Shop merepresentasikan model baru perilaku konsumsi digital berbasis pengalaman, yang menggabungkan hiburan, interaksi sosial, dan transaksi. Temuan ini berkontribusi pada pengembangan strategi pemasaran digital yang efektif dan berkelanjutan bagi pelaku UMKM di Indonesia.

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Published

2025-12-20

Issue

Vol. 2 No. 2 (2025): Desember 2025

Section

Articles

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