Melola Discovery

← Melola Discovery

Open access Journal

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

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

DOI
10.34306/att.v6i1.376
ISSN
2656-8888, 2655-8807
Published
2024-03-31
Publisher
Pandawan
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

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.

Keywords

Collaboration network of the authors

37 authors · 111 co-authorship links

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Catur Insan Cendekia Cirebon
  • Institut Teknologi Medan
  • Universitas Raharja
  • Badan Pusat Statistik
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Marviola HardiniAffiliation unknown2
Untung RahardjaAffiliation unknown2
Chandra LukitaUniversitas Catur Insan Cendekia Cirebon2
Asep SutarmanAffiliation unknown2
Suhandi SuhandiAffiliation unknown1
Suryari PurnamaAffiliation unknown1
Bayu Laksma PradanaAffiliation unknown1
Gautam KhannaAffiliation unknown1
Agung RizkyAffiliation unknown1
Muhammad Farhan KamilAffiliation unknown1
Suwarno SuwarnoInstitut Teknologi Medan1
Hardi MulyonoAffiliation unknown1
Efa Ayu NabilaAffiliation unknown1
Dewi ParamitaAffiliation unknown1
Ellen DolanAffiliation unknown1
Richard Andre SunarjoAffiliation unknown1
Rifqa Nabila MutiAffiliation unknown1
Hetilaniar HetilaniarAffiliation unknown1
Semaria Eva Elita GirsangAffiliation unknown1
Souza Nurafrianto Windiartono PutraAffiliation unknown1
Brigitta CallulaAffiliation unknown1
Nur AzizahAffiliation unknown1
Po Abas SunaryaAffiliation unknown1
Mochamad Heru Riza ChakimAffiliation unknown1
MulyatiAffiliation unknown1
Vertika AgarwalAffiliation unknown1
Sri WahyuningsihAffiliation unknown1
Zaharuddin ZaharuddinAffiliation unknown1
Abdul Wahab Abdul RahmanAffiliation unknown1
Qurotul AiniUniversitas Raharja1
Thomas GreenAffiliation unknown1
Pardomuan Robinson SihombingBadan Pusat Statistik1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, first harvested 6 Nov 2026, last seen 6 Nov 2026.
Original metadata (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<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>