PENGARUH LIVE TIKTOK SHOP TERHADAP PERILAKU KONSUMTIF DI KALANGAN PENGGUNA TIKTOK

Abstract

This study examines the influence of the Live TikTok Shop feature on the consumer behavior of TikTok users, especially among teenagers and young adults. With more than one hundred million users in Indonesia, TikTok has become a significant social media platform, combining entertainment and e-commerce through the live shopping feature. Direct interactions between sellers and buyers in live broadcasts create an interesting shopping experience, but also have the potential to increase impulsive purchases. This study aims to analyze how these interactions influence purchasing decisions, identify factors that drive consumer behavior, and assess the long-term impact of using this feature on users' consumption patterns and financial well-being. With a deep understanding of the influence of Live TikTok Shop, it is hoped that strategies can be formulated to help users manage consumer behavior and provide guidance for policy makers and business actors in developing more responsible practices. This study is expected to be an important reference in understanding the dynamics of consumption in the digital era and helping people become wiser consumers.