THE INFLUENCE OF SOCIAL MEDIA MARKETING ON BUYING INTEREST: CASE STUDY TIKTOK SHOP

Abstract

Social media is currently an important part of human life. Technology has made it easier for everyone to make purchases, even through social media platforms like TikTok. TikTok, a social media platform experiencing rapid global growth, has launched a unique shopping application known as TikTok Shop. This study aims to analyze social media marketing features, such as product quality, price, promotion, and ease of shopping, to influence consumer interest in making purchases at TikTok Shop.  This study, employing a descriptive quantitative method, collected data from 30 respondents through a survey technique. The results of this study revealed that 67% of respondents considered TikTok Shop products to be of good quality, while 60% said the product price was cheaper than other platforms. In addition, 67% liked promotions such as discounts and free shipping, which significantly increased purchase intentions. TikTok Shop was also considered superior in terms of ease of use of features, ease of payment, and a satisfying shopping experience, with 73% of respondents feeling comfortable using this platform. These findings indicate that TikTok Shop features have proven successful in implementing social media marketing and attracting consumer interest, although some respondents still choose other, more established shopping platforms.