Factors Influencing Purchasing Decisions of Nutritional Supplement Products on The TikTok Platform
Keywords:
Purchasing Decisions, Nutritional Supplement Products, TikTokAbstract
Research on the factors influencing purchasing decisions of nutritional supplement products on the TikTok platform aims to study the influence of communication factors such as online live streaming, real user reviews, influencer endorsements on social media, and promotional discounts through TikTok coupons on purchasing decisions of nutritional supplement products on the TikTok platform. The study was conducted using quantitative research methods, surveying opinions through online questionnaires, with a sample group of 441 people.
The research findings indicate that TikTok discount coupons have the highest influence on purchasing behavior of nutritional supplement products on the TikTok platform, with a standardized coefficient (β) of 0.442, making it the most influential variable. Influencer endorsements also significantly influence purchasing behavior with a standardized coefficient (β) of 0.331, being the second most influential variable after TikTok discount coupons. Live streaming has a moderate influence on purchasing behavior with a standardized coefficient (β) of 0.149, while real user reviews have the least influence with a standardized coefficient (β) of 0.104. In summary, communication factors such as TikTok discount coupons, influencer endorsements, live streaming, and real user reviews significantly influence purchasing decisions of nutritional supplement products on the TikTok platform, accounting for 89.8% of the variance with an R Square (R²) value of 0.898 (Sig. = 0.000 and F = 12.96).
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