FACTORS THAT AFFECTING CONSUMER PURCHASE INTENTION ON TIKTOK SHOP

TikTok application is first built for creating video content. Now, with a new feature, namely “TikTok Shop”, the app is booming and well received by many TikTok users. However, limited studies have examined Consumer Brand Identification, Brand Trust, and Social Motivation on Purchase Intentions on TikTok Shop. Therefore, the paper aims to propose a study that examines the relationship between Consumer Brand Identification, Brand Trust, and Mocial motivation toward Purchase Intention on TikTok Shop. This study has used Theory of Planned Behavior as the underlying theory. This study has collected a sample of 430 TikTok Shop users in East Jakarta using an online survey. The data collection were analyzed using SPSS. This study has conducted descriptive analysis, test of normality, reliability analysis, regression analysis, and hypotheses test. Based on the analysis that has been done, consumer brand identification, brand trust, and social motivation have significant relationship on purchase intention on TikTok Shop. This research also includes a discussion of the study, limitations, recommendations and conclusion.
Keywords: Purchasing Intention, Social Motivation, Brand Trust, TikTok