THE INFLUENCE OF SOCIAL PROOF ON CONSUMER PURCHASE DECISIONS AFTER THE MERGER OF TIKTOK SHOP AND TOKOPEDIA IN MAKASSAR CITY

Authors

  • Nasyirah Nurdin Program Studi Manajemen, Universitas Fajar
  • Musmahendra Musmahendra Universitas Wirabhakti Makassar
  • Dodi Rumissing Program Studi Manajemen, Universitas Fajar
  • Syamsul Riyadi Program Studi Manajemen, Universitas Fajar
  • Novita Kumala Sari Program Studi Manajemen, Universitas Fajar
  • Dita Haritza Sekolah Tinggi Ilmu Ekonomi Pelita Buana

DOI:

https://doi.org/10.61912/jeinsa.v4i1.175

Keywords:

Social Proof, Purchase Decision, TikTok Shop, Tokopedia, Merger

Abstract

This study aims to find out and analyze the influence of Social Proof on consumer purchase decisions after the merger between TikTok Shop and Tokopedia, especially in Makassar City. This study uses a descriptive quantitative approach that aims to reveal the influence between Social Proof variables (such as reviews, ratings, number of buyers, and the influence of public figures) on consumer purchasing decisions. The population of this study is the entire population of Makassar City totaling 1,474,393 people, with a sample of 100 respondents selected using the purposive sampling technique. Data was obtained through a questionnaire survey designed to measure respondents' perception of the influence of Social Proof on their purchasing decisions. The data analysis technique was carried out with the help of SPSS software to see the significant relationship between the two variables. The results showed that there was a strong relationship between Social Proof and consumer purchase decisions, with a significant value of 0.001 which was smaller than 0.05. This indicates that Social Proof has a significant influence on consumer purchase decisions after the merger in Makassar City, so the strategy of using social proof can be an effective marketing tool for the company.

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Published

2025-06-30

How to Cite

Nurdin, N. ., Musmahendra, M., Rumissing, D. ., Riyadi, S. ., Sari, N. K. ., & Haritza, D. . (2025). THE INFLUENCE OF SOCIAL PROOF ON CONSUMER PURCHASE DECISIONS AFTER THE MERGER OF TIKTOK SHOP AND TOKOPEDIA IN MAKASSAR CITY. Jurnal Ekonomi Ichsan Sidenreng Rappang, 4(1), 270–280. https://doi.org/10.61912/jeinsa.v4i1.175

Issue

Vol. 4 No. 1 (2025): Hal

Section

Articles

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