Pengaruh Pengalaman Pelanggan dari Media Sosial TikTok terhadap Keputusan Pembelian

Abstract

The development of social media technology has provided convenience in various aspects, including marketing. TikTok has become an effective marketing platform due to its appealing and customizable features. Customer experience is one way to attract consumer interest and serves as a marketing strategy. Shared experiences play a significant role in purchasing decisions. Customer experiences are considered crucial for individuals to understand the advantages and effectiveness of a product, providing a tangible representation that builds trust and influences the decision to make a purchase. When a product meets consumer expectations and desires, satisfaction is achieved, leading to a purchasing decision. This study aims to examine the impact of customer experiences on TikTok on consumer purchasing decisions. This research utilizes a quantitative research method. Non-probability sampling with a purposive approach is employed as the sampling method. Data collection is conducted by distributing a google form questionnaire to 100 participants. The data collection method utilizes a likert scale consisting of customer experience and purchasing decision scales. The results of the statistical analysis indicate that customer experience variables have a significant impact on purchasing decisions. Therefore, TikTok customer experience is a determining factor influencing purchase decisions.