Sudrajat, Nikita Dewi Anjani and Chairunnisa, Greisa and Assyifa, Salsabila Nur and Wulandari, Nuri and Rimadias, Santi (2024) Stream to Shop: Perilaku Belanja Gen Z Pada Social Commerce dan Apa Yang Paling Memikat Mereka. Jurnal Manajemen dan Pemasaran Digital (JMPD), 2 (3). pp. 257-272. ISSN 2963-0185
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Abstract
In today's digital era, social media applications hold increasing importance over consumer behavior. A form of commerce combining social media and e-commerce has become a noteworthy platform for shopping, known as the "TikTok Shop". This study aims to investigate the shopping behavior of Generation Z focusing on social commerce dynamics. Employing qualitative research, this study conducted three focus group discussions, each involving six participants aged 18 to 23. The research has found insights into sales promotion, pricing strategies, electronic word of mouth in form of user reviews, and the impact of content and live streaming on purchasing decisions affecting shopping decision in TikTok Shop. The uniqueness of this study is the phenomena captured is very current and can be the basis of future research in the same subject.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Prodi S1 Manajemen |
| Depositing User: | Mrs. Santi Rimadias |
| Date Deposited: | 18 Jan 2025 06:37 |
| Last Modified: | 18 Jan 2025 06:37 |
| URI: | http://repository.ibs.ac.id/id/eprint/8190 |
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