The Effect of TikTok Shop on Consumptive Behavior of Students

Abstract

This study aims to examine the effect of TikTok Shop on the consumer behavior of students at the Faculty of Economics and Business, Indonesia University of Education. The population in this study consists of all students at the Faculty of Economics Education and Business, Universitas Pendidikan Indonesia. The sampling technique used is accidental sampling, resulting in a total of 130 students. This study employs quantitative methods with data collection techniques using questionnaires. The results it shows that the significance value is 0.000 <0.005, so it can be concluded that variable X (TikTok Shop) has an effect on the Consumptive Behavior variable (Y). While the tcount value is 9.441> ttable 1.65, this means that the research conducted shows that TikTok Shop has a significant influence on the consumptive behavior of students of the Faculty of Economics Education and Business, Universitas Pendidikan Indonesia. Factors such as discounts and promotions, influencer recommendations, and ease of use of the application contribute to increased consumptive behavior. In addition, psychological and social factors also play an important role in students' purchasing decisions. The findings provide insights for e-commerce managers, educators, and other stakeholders to understand and direct wiser consumptive behavior among college students.

Keywords: TikTok Shop, Consumptive Behavior, Students.