The Influence of Ease of Use, Social Media, Price, and Consumer Trust on Purchase Intentions Using the TikTok Shop by Labuhanbatu Students

Abstract

The era of digitalization is undoubtedly very influential on people's lifestyles. Digitalization affects all lines of people's lives in this modern era, including social media. Social media is a place for users to get entertainment while being able to interact online via the internet. One of the most famous social media at the moment is tiktok. Tiktok is a social media where users share videos on this platform. Along with the increasing number of tiktok users, application developers have added the tiktokshop feature which is useful for buying and selling through the tiktok application. It turns out that the addition of this feature has received positive responses from tiktok users who enjoy buying and selling and can interact directly with sellers through live broadcasts. This study wants to analyze the factors that can increase consumer buying interest in using Tiktokshop to shop online. Based on literature studies and literature analysis conducted by researchers, several predictor variables were obtained that were believed to influence consumer buying interest using the tiktok shop application, predictor variables namely ease of use, social media, price and trust. This research was conducted in Labuhanbatu and the criteria for respondents were Labuhanbatu students who had used the Tiktoksho application to shop online. The results showed that all predictor variables had a positive and significant effect on the buying interest of Labuhanbatu students using the Tiktokshop application.