FROM COMMENTS TO CART: THE ROLE OF COMMENTS ON PURCHASE DECISION PROCESS ON TIKTOK
Keywords:
Commen, Purchase Decision, Social Media, TikTok
Abstract
Comments on social media, especially on the TikTok platform, have become an important factor influencing the online purchasing decision-making process. This research aims to analyze the role of comments on TikTok in each stage of the consumer purchasing decision making process. The method used was a survey via Google Forms and analyzed using content analysis techniques. Respondents from this research involved active TikTok users in Indonesia aged 18 to 30 years old. The research results show that comments have a significant role in all stages of purchasing decisions, from need recognition to post-purchase. In the need recognition stage, comments help consumers realize their needs. Next, in the information search and alternative evaluation stage, comments provide insight into product quality, user experience, and help consumers compare one product option with another. After that, at the intention recognition stage, comments reinforce the consumer's confidence to add the product to the shopping cart while at the purchase stage, comments reinforce the consumer's final confidence to make a purchase and in the post-purchase stage, comments become a medium to share a beneficial experience for other potential buyers. This research confirms that comments on TikTok are not just feedback, but also a tool capable of influencing consumer perceptions and purchasing decisions.
References
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Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2019). How do product recommendations affect impulse buying? An empirical study on WeChat social commerce. Information & Management, 56, 236–248.
Cheung, C. M. K., & Thadani, D. R. (2012). The Impact of Electronic word-of-mouth communication: a Literature Analysis and Integrative Model. Decision Support Systems, 54, 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Cheung, C. M. K., Xiao, B. S., & Liu, I. L. B. (2014). Do actions speak louder than voices? The signaling role of social information cues in influencing consumer purchase decisions. Decision Support Systems, 65, 50–58.
Dixon, S. J. (2024). Most Popular Social Networks Worldwide as of January 2024, Ranked by Number of Monthly Active Users. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Elisabeta, I. (2014). Social Media and its Impact on Consumers Behavior. International Journal of Economic Practices and Theories, 4, 2247–7225.
Febriandika, N. R., Utami, A. P., & Millatina, A. N. (2023). Online impulse buying on TikTok platform: Evidence from Indonesia. Innovative Marketing, 19, 197–210. https://doi.org/10.21511/im.19(3).2023.17
Ghoni, A., & Bodroastuti, T. (2012). Pengaruh Faktor Budaya, Sosial, Pribadi Dan Psikologi Terhadap Perilaku Konsumen (Studi Pada Pembelian Rumah di Perumahan Griya Utama Banjardowo Semarang). Jurnal Kajian Akuntansi Dan Bisnis, 1.
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2022). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28. https://doi.org/10.1016/j.apmrv.2022.07.007
Iqbal, M. (2024). TikTok Revenue and Usage Statistics (2024). https://www.businessofapps.com/data/tik-tok-statistics/
Jumeilah, F. S. (2018). Klasifikasi Opini Masyarakat Terhadap Jasa Ekspedisi JNE dengan Naïve Bayes. JURNAL SISTEM INFORMASI BISNIS, 8, 92. https://doi.org/10.21456/vol8iss1pp92-98
Kartika, M., & Ganarsih, R. L. (2019). ANALISIS E-WOM, ONLINE SHOPPING EXPERIENCE DAN TRUST TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN E-COMMERCE SHOPEE PADA MAHASISWA PASCASARJANA UNIVERSITAS RIAU. Jurnal Tepak Manajemen Bisnis, 11, 289–307.
Kwakye, S., Ertugan, A., & Tashtoush, L. (2024). Navigating Purchase Intentions: The Influence of Reviewers’ Comments Moderated by Risk and Trust. Behavioral Sciences, 14, 552. https://doi.org/10.3390/bs14070552
Leong, C.-M., Loi, A. M.-W., & Woon, S. (2021). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10. https://doi.org/10.1057/s41270-021-00132-9
Lestari, E. D., & Gunawan, C. (2021). Pengaruh E-Wom Pada Media Sosial Tiktok Terhadap Brand Image Serta Dampaknya Pada Minat Beli. JURNAL EKONOMI, MANAJEMEN, BISNIS DAN SOSIAL, 1, 75–82.
Luciano, J. R., & Agustini, M. Y. D. H. (2024). Analisis Pengaruh Online Review Terhadap Niat Membeli Produk Smartphone. Management Studies and Entrepreneurship Journal (MSEJ), 5, 5010–5023. https://doi.org/10.37385/msej.v5i2.4860
Maidiana. (2021). Penelitian Survey. ALACRITY : Journal of Education, 1, 20–29. https://doi.org/10.52121/alacrity.v1i2.23
Media, A. D. (2023). The Impact Of TikTok Shopping Trends In 2024. https://absolute.digital/insights/the-impact-of-tiktok-shopping-trends-in-2024/
Mohamed, N. N., Jaafar, N., & Ayupp, K. (2023). The Influence of User-Generated Content Information Credibility and Information Adoption on Consumer Purchase Intention. International Journal of Academic Research in Business and Social Sciences, 13. https://doi.org/10.6007/ijarbss/v13-i2/16269
Montag, C., Yang, H., & Elhai, J. D. (2021). On the Psychology of TikTok Use: A First Glimpse From Empirical Findings. Frontiers in Public Health, 9. https://doi.org/10.3389/fpubh.2021.641673
Nguyen, C., Tran, T., & Nguyen, T. (2024). Factors affecting users’ brand awareness through social media marketing on TikTok. Innovative Marketing, 20, 122–131. https://doi.org/10.21511/im.20(1).2024.11
Nikmah, N., & Zaidah, N. (2022). PENTINGNYA SOCIAL PROOF DALAM DIGITAL MARKETING. JURNAL DIALOGIKA Manajemen Dan Administrasi, 4, 26–32. https://doi.org/10.31949/dialogika.v4i1.7823
Paranita, E. S., & Salsabila, R. F. (2020). Pengaruh Electronic Word of Mouth terhadap Minat Beli Reservasi Hotel. JUDICIOUS, 1, 73–79. https://doi.org/10.37010/jdc.v1i2.146
Peltier, J., Dahl, A. J., & VanderShee, B. A. (2020). Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: current research and future directions. Journal of Research in Interactive Marketing, 14, 239–268. https://doi.org/10.1108/jrim-01-2020-0010
Petcharat, T., & Leelasantitham, A. (2021). A Retentive Consumer Behavior Assessment Model of the Online Purchase Decision-Making Process. Heliyon, 7, e08169. https://doi.org/10.1016/j.heliyon.2021.e08169
Wijayanti, A. (2021). Efektivitas Instagram dalam Meningkatkan Minat Kunjungan Wisatawan di Daerah Istimewa Yogyakarta. Indonesian Journal of Tourism and Leisure, 2, 26–39. https://doi.org/10.36256/ijtl.v2i1.138
Wulandari, A., & Sampouw, C. P. (2020). Proses Pengambilan Keputusan dalam Situs Belanja Online “Shopee” sebagai Pemenuhan Kebutuhan Konsumen. JCommsci - Journal Of Media and Communication Science, 3. https://doi.org/10.29303/jcommsci.v3i2.68
Yang, J., & Mai, E. (Shirley). (2010). Experiential goods with network externalities effects: An empirical study of online rating system. Journal of Business Research, 63, 1050–1057. https://doi.org/10.1016/j.jbusres.2009.04.029
Zhang, K. Z. K., Zhao, S. J., Cheung, C. M. K., & Lee, M. K. O. (2014). Examining the influence of online reviews on consumers’ decision-making: A heuristic–systematic model. Decision Support Systems, 67, 78–89. https://doi.org/10.1016/j.dss.2014.08.005
Published
2024-12-25
How to Cite
Veronica Nainggolan, & Maria Yosephine Dwi Hayu Agustini. (2024). FROM COMMENTS TO CART: THE ROLE OF COMMENTS ON PURCHASE DECISION PROCESS ON TIKTOK. INTERNATIONAL SEMINAR, 6, 963 - 975. Retrieved from https://conference.unita.ac.id/index.php/conference/article/view/289
Section
Articles
