Examining Influencers Role in TikTok Shop’s Promotional Strategies and Consumer Purchases

Ronal Aprianto; Ade Famalika; Irma Idayati; Derli; Ihsan Nuril Hikam

doi:10.34306/att.v6i1.376

Akses terbuka Jurnal

Examining Influencers Role in TikTok Shop’s Promotional Strategies and Consumer Purchases

Aptisi Transactions on Technopreneurship (ATT) · Vol. 6 No. 1 (2024) · hlm. 13–28

DOI: 10.34306/att.v6i1.376
ISSN: 2656-8888, 2655-8807
Terbit: 2024-03-31
Penerbit: Pandawan
Bahasa: en
Lisensi: creativecommons.org/licenses/by/4.0

Abstrak

TikTok Shop, a new feature by TikTok, facilitates direct transactions within the app, representing an innovative entrepreneurship venture. This study assesses how product quality and free shipping promotions influence purchase decisions, with influencers as mediators, a key element in digital entrepreneurship. Survey- ing 352 students from PTS Lubuklinggau City through online questionnaires, the research adopted a quantitative approach using SEM-PLS analysis via Smart- PLS software. Findings indicate that product quality significantly positively affects influencers, encouraging them to endorse products, a testament to the entrepreneurship success of quality management. Similarly, free shipping pro- motions positively impact influencers, highlighting their effectiveness in influ- encer marketing and entrepreneurship marketing strategies. Importantly, product quality significantly influences consumer purchasing decisions, showcasing its critical role in sales success and entrepreneurship value creation. However, the impact of free shipping on purchase decisions, while positive, is not significant, suggesting that it alone may not drive consumer buying behavior. Influencers significantly affect purchasing decisions, directly and indirectly, demonstrating their crucial role in marketing strategies and entrepreneurship ecosystems. They enhance the effect of product quality and free shipping on consumer choices, acting as a bridge between the product features and the consumers’ decisions to buy. This study reveals the complex dynamics of influencer marketing within the TikTok Shop ecosystem, emphasizing the importance of product quality and strategic promotions in driving purchase decisions and fostering entrepreneur- ship growth.

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Universitas Raharja
Universitas Bina Insan
Universitas Catur Insan Cendekia Cirebon
Universitas Muhammadiyah Prof Dr Hamka
Universitas Esa Unggul
Universitas Pradita
Universitas Muhammadiyah Sumatera Utara
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Afiliasi tidak diketahui

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Afiliasi tidak diketahui
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Tampilkan sebagai tabel

Rekan penulis	Organisasi	Artikel bersama
Marviola Grace Hardini	Universitas Raharja	2
Untung Rahardja	Universitas Raharja	2
Chandra Lukita	Universitas Catur Insan Cendekia Cirebon	2
Asep Sutarman	Universitas Muhammadiyah Prof Dr Hamka	2
Muhammad Farhan Kamil	Universitas Raharja	1
Suryari Purnama	Universitas Esa Unggul	1
Bayu Laksma Pradana	Universitas Pradita	1
Gautam Khanna	Afiliasi tidak diketahui	1
Suhandi Suhandi	Afiliasi tidak diketahui	1
Agung Rizky	Universitas Raharja	1
Suwarno Suwarno	Universitas Muhammadiyah Sumatera Utara	1
Hardi Mulyono	Universitas Muslim Nusantara Al Washliyah	1
Efa Ayu Nabila	Universitas Raharja	1
Dewi Paramita	Universitas Bina Insan	1
Ellen Dolan	The University of Queensland	1
Richard Andre Sunarjo	Universitas Raharja	1
Rifqa Nabila Muti	Universitas Raharja	1
Hetilaniar Hetilaniar	Universitas PGRI Palembang	1
Semaria Eva Elita Girsang	Universitas Simalungun	1
Souza Nurafrianto Windiartono Putra	Saarland University	1
Brigitta Callula	Afiliasi tidak diketahui	1
Nur Azizah	Universitas Raharja	1
Mulyati	Afiliasi tidak diketahui	1
Po Abas Sunarya	Universitas Raharja	1
Mochamad Heru Riza Chakim	Universitas Raharja	1
Vertika Agarwal	Graphic Era Hill University	1
Zaharuddin Zaharuddin	Universitas Islam Negeri Raden Fatah Palembang	1
Sri Handari Wahyuningsih	Muhammadiyah University of Yogyakarta	1
Abdul Wahab Abdul Rahman	Afiliasi tidak diketahui	1
Qurotul Aini	Universitas Raharja	1
Thomas Green	Afiliasi tidak diketahui	1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.

Metadata asli (oai_dc)

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	<dc:title xml:lang="en">Examining Influencers Role in TikTok Shop’s Promotional  Strategies and Consumer Purchases</dc:title>
	<dc:creator xml:lang="en">Ronal Aprianto</dc:creator>
	<dc:creator xml:lang="en"> Ade Famalika</dc:creator>
	<dc:creator xml:lang="en">Irma Idayati</dc:creator>
	<dc:creator xml:lang="en">Derli</dc:creator>
	<dc:creator xml:lang="en">Ihsan Nuril Hikam</dc:creator>
	<dc:subject xml:lang="en">Product Quality</dc:subject>
	<dc:subject xml:lang="en">Free Shipping Promo</dc:subject>
	<dc:subject xml:lang="en">Influencers</dc:subject>
	<dc:subject xml:lang="en">Decisions Purchase</dc:subject>
	<dc:description xml:lang="en">TikTok Shop, a new feature by TikTok, facilitates direct transactions within the app, representing an innovative entrepreneurship venture. This study assesses how product quality and free shipping promotions influence purchase decisions, with influencers as mediators, a key element in digital entrepreneurship. Survey- ing 352 students from PTS Lubuklinggau City through online questionnaires, the research adopted a quantitative approach using SEM-PLS analysis via Smart- PLS software. Findings indicate that product quality significantly positively affects influencers, encouraging them to endorse products, a testament to the entrepreneurship success of quality management. Similarly, free shipping pro- motions positively impact influencers, highlighting their effectiveness in influ- encer marketing and entrepreneurship marketing strategies. Importantly, product quality significantly influences consumer purchasing decisions, showcasing its critical role in sales success and entrepreneurship value creation. However, the impact of free shipping on purchase decisions, while positive, is not significant, suggesting that it alone may not drive consumer buying behavior. Influencers significantly affect purchasing decisions, directly and indirectly, demonstrating their crucial role in marketing strategies and entrepreneurship ecosystems. They enhance the effect of product quality and free shipping on consumer choices, acting as a bridge between the product features and the consumers’ decisions to buy. This study reveals the complex dynamics of influencer marketing within the TikTok Shop ecosystem, emphasizing the importance of product quality and strategic promotions in driving purchase decisions and fostering entrepreneur- ship growth.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2024-03-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://att.aptisi.or.id/index.php/att/article/view/376</dc:identifier>
	<dc:identifier>10.34306/att.v6i1.376</dc:identifier>
	<dc:source xml:lang="en">Aptisi Transactions on Technopreneurship (ATT); Vol. 6 No. 1 (2024): March; 13-28</dc:source>
	<dc:source xml:lang="id">Aptisi Transactions On Technopreneurship (ATT); Vol 6 No 1 (2024): March; 13-28</dc:source>
	<dc:source>2656-8888</dc:source>
	<dc:source>2655-8807</dc:source>
	<dc:source>10.34306/att.v6i1</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://att.aptisi.or.id/index.php/att/article/view/376/243</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2024 Ronal Aprianto, Ade Famalika, Irma Idayati, Derli, Ihsan Nuril Hikam</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>