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February 26, 2025Open Access

Factors Influencing Customers' Purchase Decision on Tiktok Video Content

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Authors

APAmelia PutriNKNadya KamilatunnisaALAnisa Larasti

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Overview

Quantitative analysis shows that user experience and visualization significantly affect purchase decisions on TikTok, suggesting improved strategies for businesses.

Key Points

  • Purchase decisions are significantly impacted by the bandwagon effect and interactivity in TikTok videos.
  • Regression analysis revealed that user experience, visualization, and search engine optimization are critical factors.
  • Data collected from 100 respondents using questionnaires were analyzed using SPSS software for robust insights.
  • These findings empower businesses to enhance their social media strategies, particularly on TikTok, for better engagement.

Cite This Study

Putri et al. (2025) studied this question.

synapsesocial.com/papers/68af76bf7567bf4f94fefcd2https://doi.org/10.32535/jicp.v7i5.3632
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