CUSTOMER ENGAGEMENT ON PURCHASE INTENTION AND PURCHASE DECISIONS AT SHOP PEDIA

Agus Santoso; Yuni Purnama; Tarisya Dwi Gita

doi:10.51742/akuntansi.v6i1.1439

Agus Santoso Universitas Teknologi Sumbawa
Yuni Purnama Universitas Teknologi Sumbawa
Tarisya Dwi Gita Universitas Teknologi Sumbawa

DOI: https://doi.org/10.51742/akuntansi.v6i1.1439

Keywords: Customer Engagement; Purchase Intention; Purchase Decisions; Social Media

Abstract

The development of social media, especially TikTok, has brought about a significant transformation in consumer behavior in the digital era. TikTok, originally an entertainment platform, now acts as an e-commerce platform through a basket feature that allows direct in-app purchases. This research analyzes the influence of customer engagement on buying intention and purchasing decisions among Generation Z in Sumbawa City. Using the Stimulus-Organism-Response (SOR) theory as a basis, this research utilizes a quantitative approach with purposive sampling involving 103 respondents collected through an online survey. The results of the regression analysis show that customer engagement has a positive and significant influence on purchase intention (R²=0.522, p<0.05) and purchasing decisions (R²=0.502, p<0.05). Direct interaction is like giving likes and comments, and watching live streaming has proven to improve consumers' emotional experiences that drive purchasing decisions. These findings provide important insights for business owners in leveraging marketing and engagement-based strategies to increase consumer engagement and loyalty through the TikTok platform.