The Influence of TikTok Shop Digital Promotion on Purchasing Decisions for Sattka Basic Hijab in Semarang City

Abstract

The way business owners promote their products has changed as due to the growth of social media and digital technologies, including the TikTok Shop platform. The goal of this research

is to determine how digital marketing on TikTok Shop affects consumer behavior in purchasing Sattka hijab in Semarang City. This study employs survey methods and a quantitative approach, with respondents being current TikTok users who have seen Sattka hijab advertisements. Information was obtained using a questionnaire that had gone through reliability and validity tests before being evaluated using A straightforward method of linear regression. According to the survey, digital marketing campaign conducted through TikTok Shop had a large and beneficial impact on consumers' choice to purchase the Sattka hijab. This shows that digital advertising can increase consumers' interest in purchasing hijab products and influence their choice. In conclusion, TikTok Shop's digital marketing approach is an important component that can help increase sales of Sattka hijab in Semarang. To increase market penetration and improve consumer purchasing choices, this study suggests business owners to further utilize TikTok Shop as a promotional platform.