ANALISIS PERBANDINGAN KEPUTUSAN PEMBELIAN KONSUMEN SEBELUM DAN SESUDAH TIKTOK SHOP DIBUKA KEMBALI

Abstract

The COVID-19 pandemic has encouraged society to explore new
opportunities through digitalization, particularly via social media. TikTok, as a
social media platform, integrates both social networking and marketplace features
through TikTok Shop. The rise of online shopping via TikTok Shop significantly
impacted conventional MSMEs, leading the government to officially shut it down.
However, after its acquisition by GoTo, TikTok Shop was officially reopened in
conjunction with the National Online Shopping Day.
This study targets consumers residing in Sleman Regency who have
previously shopped online via TikTok Shop. A comparative quantitative method was
employed to analyze purchasing decisions before and after the reopening of TikTok
Shop. The study utilized purposive sampling, with purchasing decisions measured
through indicators such as price, promotion, and product quality. Instrument
testing included validity tests, reliability tests, normality tests, homogeneity tests,
and data analysis using the non-parametric Mann-Whitney U test.
The analysis results show that the first hypothesis test yielded a significance
value (P-value) of 0.000, indicating a significant difference. The second hypothesis
test using the mean rank analysis concluded that purchasing decisions before
TikTok Shop's reopening (122.96) were better than after its reopening (78.04).
Purchasing decisions were influenced by factors such as price, promotions, and
product quality. The majority of respondents, who work as private-sector
employees, were sensitive to price changes and expected more promotions, such as
discounts, free shipping vouchers, and coupons, to enhance the appeal of online
shopping.