The Influence of Social Commerce and Influencers on Purchase Intention at TikTokShop in Cirebon City

Authors

  • Elok Faiko Swadaya Gunung Jati University
  • Annisa Fitri Swadaya Gunung Jati University
  • Lis Tatin Hernidatiatin Swadaya Gunung Jati University

DOI:

https://doi.org/10.32832/jm-uika.v16i2.19409

Keywords:

Social Commerce, Influencer, Purchase Intention, Tiktokshop

Abstract

Currently, the TikTok app has become one of the most popular platforms in Indonesia, prompting business players to innovate in offering products through the TikTok Shop platform in order to increase consumer purchase intentions. This study aims to analyze the influence of Social Commerce and Influencers on purchase intentions at TikTok Shop in Cirebon City. This research uses a quantitative method with a Likert scale as the measurement tool. The population in this study is the people of Cirebon City who have the TikTok app. For the sampling technique, the researcher used a nonprobability sampling method. Meanwhile, the sampling technique used is incidental sampling. The data were processed using the IBM SPSS Statistics application. The results of the study show that, partially, Social Commerce has a positive and significant effect on purchase intentions at TikTok Shop. Similarly, the Influencer variable also has a positive and significant effect on purchase intentions at TikTok Shop. Simultaneously, Social Commerce and Influencers have a positive and significant effect on purchase intentions at TikTok Shop in Cirebon City. Therefore, this study emphasizes that Social Commerce and Influencers play an important role in increasing consumer purchase intentions at TikTok Shop.

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Published

05-06-2025

How to Cite

Elok Faiko, Annisa Fitri, & Lis Tatin Hernidatiatin. (2025). The Influence of Social Commerce and Influencers on Purchase Intention at TikTokShop in Cirebon City . Jurnal Manajemen, 16(2), 567–582. https://doi.org/10.32832/jm-uika.v16i2.19409

Issue

Vol. 16 No. 2 (2025): Jurnal Manajemen (Edisi Elektronik)

Section

Articles

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