DIGITAL MARKETING FEATURES IN TIK TOK INFLUENCE PURCHASE DECISION: A STUDY AMONG USIM STUDENTS

Nurul Wahidah Jumali; Norsimaa Mustaffa

doi:10.33102/jcicom.vol3no2.90

Authors

Nurul Wahidah Jumali Universiti Sains Islam Malaysia
Norsimaa Mustaffa New Media Program, Faculty of Management and Leadership, USIM

DOI:

https://doi.org/10.33102/jcicom.vol3no2.90

Keywords:

Digital marketing features, purchase decision.

Abstract

Due to the rise of social media, it has become a popular medium for marketers to generate qualified leads, launch new products, communicate with target audiences, and increase brand awareness quickly and effectively. Advancement of technology with the existence of the internet enable globally transmitted information in a faster way and focusing on social media presence as an effective platform for digital marketing. Marketers can use social media to display their products in creative ways, such as by creating videos. TikTok is among the most widely used social media. This study investigated an understanding about the digital marketing features in TikTok influence purchase decisions among students. Due to the fact that the information published on TikTok is short, entertaining, trendy, creative, and highly engaging, these platforms have become well-liked for marketing campaigns. Therefore, the purpose of this research is to study about digital marketing features in TikTok that can influence students in purchasing decisions.

This research will provide new insights into the reasons and the effect of digital marketing features by using the TikTok platform. For this study, a qualitative research design through the in-depth interview was used, with 6 informants and interview questions were prepared. The interview questions were designed to help researchers accomplish the objectives of the research. Informants for this study mainly focused on students from the Faculty of Leadership and Management (FKP), USIM (Universiti Sains Islam Malaysia) who were selected by purposive sampling. The Theory of Reasoned Action (TRA) has been used in this research to examine how an individual's attitude toward a behaviour can reflect their evaluation or generally feel about that behaviour. It has also been used to measure the subjective norms within a person's perception of social pressure to engage in or avoid from engaging in a specific behaviour, which builds a strong foundation for the consumer purchase decision. This study found that the digital marketing features in TikTok that can influence students’ purchase decisions are TikTok Shop, Short video content, and TikTok’s live sales. Other than that, the effect of the digital marketing features could lead someone to become extravagant and addicted behaviours. This approach will allow current and future researchers to gain a better understanding of the digital marketing features in TikTok that can influence purchase decisions among students and its effect.

Downloads

Download data is not yet available.

References

Ahlse, J., Nilsson, F., & Sandström, N. (2020). It's time to TikTok: Exploring Generation Z's motivations to participate in # Challenges.

Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs: Prentice-Hall, Inc.

Akbari, D. A., Jastacia, B., Setiawan, E., & Ningsih, D. W. (2022). The Marketing Power of TikTok: A Content Analysis in Higher Education. Binus Business Review, 13(2), 159-170.

Azpeitia, J. (2021). Social media marketing and its effects on TikTok users. Mou, J. B. (2020). Study on social media marketing campaign strategy--TikTok and Instagram (Doctoral dissertation, Massachusetts Institute of Technology).

Choudhary, N., Gautam, C., & Arya, V. (2020). Digital marketing challenge and opportunity with reference to tiktok-a new rising social media platform. Editorial Board, 9(10).

Edwy, F. M., Anugrahani, I. S., Pradana, A. F., & Putra, I. F. A. (2023). The Phenomenon of Impulsive Buying at TikTok Shop. International Journal of Social Science Research and Review, 6(1), 328-334.

Erizal, N. (2021). The Influence Of TikTok Applications On The Consumption Behavior Of Adolescents In Online Shopping. International Journal of Cultural and Social Science, 2(1), 39-43.

Fortuna, C. D. H. (2022). Tiktok as social media marketing and the impact on purchase decisions. Marketing Management Studies, 2(2), 180-190.

Guarda, T., Augusto, M. F., Victor, J. A., Mazón, L. M., Lopes, I., & Oliveira, P. (2021). The impact of TikTok on digital marketing. In Marketing and Smart Technologies (pp. 35-44). Springer, Singapore.

Ha, C. L. (1998). The theory of reasoned action applied to brand loyalty. Journal of product & brand management, 7(1), 51-61.

Hale, J. L., Householder, B. J., & Greene, K. L. (2002). The theory of reasoned action. The persuasion handbook: Developments in theory and practice, 14(2002), 259-286.

Hu, Y. (2020). Research on the commercial value of TikTok in China. Academic Journal of Business & Management, 2(7).

Jennings, E. M. P. (2022). Short video marketing: A good strategy for small businesses on TikTok? (Doctoral dissertation).

Martini, L. K. B., Suardhika, I. N., & Dewi, L. K. C. (2022). TIK TOK AS A PROMOTIONAL MEDIA TO INFLUENCE CONSUMER PURCHASE DECISIONS. Jurnal Aplikasi Manajemen, 20(1).

Montag, C., Yang, H., & Elhai, J. D. (2021). On the psychology of TikTok use: A first glimpse from empirical findings. Frontiers in public health, 9, 62.

Montano, D. E., & Kasprzyk, D. (2015). Theory of reasoned action, theory of planned behavior, and the integrated behavioral model. Health behavior: Theory, research and practice, 70(4), 231.

Nguyen, Q. A., Hens, L., MacAlister, C., Johnson, L., Lebel, B., Bach Tan, S. & Lebel, L. (2018). Theory of reasoned action as a framework for communicating climate risk: a case study of schoolchildren in the Mekong Delta in Vietnam. Sustainability, 10(6), 2019.

Purwanto, A. (2022). How The Role of Digital Marketing and Brand Image on Food Product Purchase Decisions? An Empirical Study on Indonesian SMEs in the Digital Era. Journal of Industrial Engineering & Management Research, 3(6), 34-41.

Ratnapuri, C. I., Karmagatri, M., Kurnianingrum, D., Utama, I. D., & Darisman, A. (2023). USERS OPINION MINING OF TIKTOK SHOP SOCIAL MEDIA COMMERCE TO FIND BUSINESS OPPORTUNITIES FOR SMALL BUSINESSES. Journal of Theoretical and Applied Information Technology, 101(1).

Ratu, E. P., Tulung, J. E., & Rumokoy, L. J. (2022). THE IMPACT OF DIGITAL MARKETING, SALES PROMOTION, AND ELECTRONIC WORD OF MOUTH ON CUSTOMER PURCHASE INTENTION AT TIKTOK SHOP. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(4), 149-158.

Rezek, A. (2022). How Brands Go Viral: An Analysis of Successful Brand Marketing on Tik Tok with Gen Z.

Rosiyana, R. N., Agustin, M., Iskandar, I. K., & Luckyardi, S. (2021). A NEW DIGITAL MARKETING AREA FOR E-COMMERCE BUSINESS. International Journal of Research and Applied Technology (INJURATECH), 1(2), 370-381.

Sinclair, T. (2022). An explanatory study on the effect TikTok has on the consumer buying behaviour of Generation Z, within the COVID-19 pandemic (Doctoral dissertation, The IIE).

Solikah, M. A., & Kusumaningtyas, D. (2022, April). TIK TOK SHOP: QUALITY SYSTEM AND MARKETING MIX ON CONSUMER SATISFACTION OF ONLINE SHOPPING. In International Conference of Business and Social Sciences (pp. 877-887).

Tang, D. (2019). The New Situation of Marketing in the Self-Media Era-Taking Tik Tok as an Example. In 2nd International Workshop on Advances in Social Sciences (IWASS 2019) The, December 2018 (pp. 1557-1560).

Van Houtte, C. (2021). TikTok as a Marketing Channel for Influencer Marketing: A comparison between Instagram, YouTube & TikTok. LIT Verlag Münster.

Wind, J., & Mahajan, V. (2002). Digital marketing. Symphonya. Emerging Issues in Management, (1), 43-54.

Wu, D. (2020). Empirical study of knowledge withholding in cyberspace: Integrating protection motivation theory and theory of reasoned behavior. Computers in Human Behavior, 105, 106229.