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Shopee Marketplace Promotion on TikTok: AIDA Model Study on the Impact of Purchasing Behavior of Young Women in Makassar City, Indonesia

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  • Arianto Arianto

Abstract

This study analyzes the impact of young women’s purchasing behavior on user activity driven by Shopee marketplace promotions on TikTok. This study adopts the Attention, Interest, Desire, and Action (AIDA) model to evaluate purchasing behavior. A quantitative, cross-sectional survey method was employed, involving 283 female adolescent respondents from Makassar City. This study utilizes the AIDA model to assess the independent variables, namely frequency, duration, and consistency, and their influence on the dependent variable, the purchasing behavior process. The findings reveal that purchasing behavior, as measured through the AIDA model, has a positive and significant effect on Shopee marketplace promotions on TikTok. The result of the hypothesis test confirms that Shopee marketplace promotions on TikTok social media influence the product purchasing behavior process. This study further explores various Shopee promotion strategies on TikTok, including discounts, flash sales, cashback offers, free shipping, and product codes. This study offers a new perspective on investigating popular e-commerce platforms in Southeast Asia, particularly among young digital-native consumers. The practical implications suggest that online marketplaces can utilize social media promotions to drive purchases through diverse and engaging promotional strategies.

Suggested Citation

  • Arianto Arianto, 2024. "Shopee Marketplace Promotion on TikTok: AIDA Model Study on the Impact of Purchasing Behavior of Young Women in Makassar City, Indonesia," Studies in Media and Communication, Redfame publishing, vol. 12(4), pages 175-189, December.
    • Handle: RePEc:rfa:smcjnl:v:12:y:2024:i:4:p:175-189
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    References listed on IDEAS

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    1. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    2. (Monroe) Meng, Lu & Kou, Sining & Duan, Shen & Bie, Yongyue, 2024. "The impact of content characteristics of Short-Form video ads on consumer purchase Behavior: Evidence from TikTok," Journal of Business Research, Elsevier, vol. 183(C).
    3. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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