The Influence Of Social Interaction On Tiktok Shop Purchasing Decisions
DOI:
https://doi.org/10.62976/ierj.v4i1.1723Keywords:
Social Interaction, TikTok Shop, Purchasing Decisions, Social Commerce, ShoppertainmentAbstract
This study aims to analyze the influence of social interaction on purchasing decisions on the TikTok Shop platform. In the era of social commerce, the shift from transactional to interactional shopping experiences has redefined consumer behavior. Through the lens of Social Cognitive Theory and the concept of "shoppertainment," this research investigates how real-time engagement, peer recommendations, and influencer interactions shape consumer trust and urgency. The findings suggest that social interaction manifested through live streaming comments, likes, and shares acts as a catalyst that significantly reduces the consumer's decision-making journey. This abstract highlights the importance of two-way communication in modern digital marketing.
References
Alif, M. (2023). Digital Marketing Communication Strategy in the Social Commerce Era. Journal of Modern Marketing, 8(2), 112–125.
Amalliya, A., Mugiani, DP, & Faqihuddin, A. (2024). The Impact of Accessing TikTok Shop on Students' Consumptive Behavior and Their Views According to Islam. JICN: Indonesian Journal of Intellectuals and Scholars, 1(5), 7346–7359.
Anggraini, L., & Ahmadi, R. (2025). Digital Lifestyle and Online Shopping Dynamics in Generation Z. Journal of Digital Socio-Economics, 3(1), 15–30.
Chen, L., et al. (2022). Live streaming commerce: A new era of social interaction in e-commerce. Journal of Interactive Marketing, 57(1), 12–28.
Firmansyah, MA (2023). Consumer Behavior: Attitudes and Marketing. Qiara Media Publisher.
Fitriani, R. (2023). Analysis of Validity and Reliability of Digital Economy Research Instruments. Journal of Research Methodology, 4(1), 22–35.
Fristamara, A., et al. (2024). Mitigating Digital Transaction Risks through Social Interactions on Social Media. Journal of Risk Management, 6(2), 101–115.
Ghozali, I. (2021). Multivariate Analysis Application with IBM SPSS 26 Program. Diponegoro University Publishing Agency.
Hidayat, T., & Pratomo, A. (2025). Predictors of Purchase Decisions on Social Commerce Platforms in Indonesia. Journal of Digital Business Research, 3(1), 55–70.
Kirana, AS, Damayanti, A., Tumanggor, NN, & Purnamasari, P. (2025). The Influence of Influencer Credibility, Content Quality, and Social Interaction on Purchase Decisions in TikTok E-Commerce. Journal of Digital Business and Communication, 2(2), 9–18.
Lestari, D., et al. (2023). The Effectiveness of Online Questionnaires in Social Media Research. Journal of Mass Communication, 11(3), 201–215.
Ma, L., et al. (2022). Understanding the role of social interaction in live streaming shopping. International Journal of Information Management, 63, 102–118.
Nasution, H., et al. (2024). Determining Sample Size in Quantitative Business Research. Scientific Journal of Accounting and Management, 10(2), 88–95.
Pratama, R., & Nurmahdi, A. (2024). The Influence of Digital Marketing and Social Interaction on Brand Loyalty in TikTok Shop. Journal of Management and Business Research, 9(1), 45–58.
Rahayu, S., & Budiman, L. (2024). Analysis of Factors Influencing Purchase Intention on TikTok Shop. Journal of Business Economics, 19(1), 77–92.
Ramadhan, A., & Putri, S. (2024). The Role of Customer Engagement in Live Streaming Commerce. Journal of Digital Marketing Studies, 6(2), 88–102.
Rifqiah, N., et al. (2025). Consumer Behavior Strategies and Dynamics in Product Purchasing Decisions via TikTok Shop in the Digital Era. Journal of Economic and Business Studies, 4(1), 45–60.
Sari, M. (2024). Sampling Techniques in Digital Consumer Behavior Research. Journal of Applied Statistics, 5(1), 14–29.
Setyo, B. (2023). The FOMO Phenomenon and Its Influence on Impulsive Buying Decisions. Journal of Consumer Psychology, 12(4), 310–322.
Simanjorang, R., & Nawawi, M. (2022). The Influence of Social Proof on Purchasing Decisions in the Marketplace. Journal of Digital Marketing Management, 2(3), 142–155.
Siregar, H. (2024). Regression Analysis in Social Research. Pustaka Cendekia.
Usman, M., et al. (2024). Customer Engagement and Purchase Decision in Social Media Ecosystem. International Journal of E-Commerce, 15(2), 142–158.
Widjaja, K., & Putra, R. (2023). Social Proof Mechanism on the TikTok Platform: A Case Study of Gen Z Shopping Behavior. Journal of Social and Economics, 7(3), 234–249.
Widodo, A., & Sari, N. (2023). Immersive Shopping Experience on TikTok Shoppertainment. Journal of Digital Communication, 5(2), 90–104.
Wulandari, S., & Saputra, E. (2025). Validity of Digital Social Interaction Measurement Instruments. Journal of Educational Evaluation, 13(1), 33–48.
Yudha, P., et al. (2024). Implementation of Kotler's Theory in Modern Electronic Commerce. Journal of Marketing Management, 18(1), 40–55.
Zatrahadi, MF, et al. (2024). Social Proof and Live Streaming on Generation Z Purchasing Decisions on the TikTok Shop Platform. EKOMA: Journal of Economics, Management, and Accounting, 3(2), 115–125.
Zed, F., et al. (2023). Decision-Making Theory in Digital Business Environment. Journal of Management Science, 11(2), 210–225.
Zulfikarijah, F. (2023). Digital Economy Analysis: Changes in Consumer Behavior in the Future. Intellectual Publishers.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
