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Social Media Marketing Strategy and Its Impact on Purchase Decisions: Studi pada Konsumen TikTok Shop
Abstract
The rapid development of information technology has significantly influenced consumer purchasing behavior, including the shift toward using social media platforms such as TikTok Shop. This study aims to examine and analyze the effect of social media marketing comprising content creation, content sharing, connecting, and community building on purchasing decisions among students of the Faculty of Economics, Universitas Pekalongan. This research adopts a quantitative approach with an explanatory method. The sample consists of 100 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using multiple linear regression with the help of SPSS. The results show that content creation, connecting, and community building have a positive and significant effect on purchasing decisions. However, content sharing does not have a significant influence. Simultaneously, all four independent variables significantly affect purchasing decisions. These findings indicate that social media marketing strategies, particularly on TikTok Shop, can enhance consumer buying decisions when managed effectively through engaging content, social connection, and community involvement.
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