ANALISIS TREN BELANJA ONLINE PADA KEPUASAN KONSUMEN: STUDI KASUS TIKTOK SHOP

Abstrak

This research analyzes online shopping trends and their influence on the level of consumer satisfaction on the TikTok Shop platform. By combining aspects of social media and e-commerce, TikTok Shop has created a unique shopping experience through the integration of creative content such as short videos, live streaming, and direct interaction between creators and consumers. Observed trends include an increase in authentic impulse purchases. Data sources were obtained from interviews, observations and document analysis. The independent variable in this research is online shopping trends (X) and the dependent variable is consumer satisfaction (Y). The results of this research show that trust in creators, clarity of product information, and ease of transactions are the main determinants of consumer satisfaction. This study provides important insights for business people to improve marketing strategies on the TikTok Shop platform to maximize customer experience and consumer loyalty.