Proceedings of the Conference on SDGs Transformation through the Creative Economy: Encouraging Innovation and Sustainability (TCEEIS 2023)

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The Decline of Offline Business: The Impact of TikTok Technology Transformation in the Digitalization Era

Authors
Cahyasari Kartika Murni1, *
1Informatics Department, Institut Teknologi Dan Bisnis Widya Gama Lumajang, Lumajang, Indonesia
*Corresponding author. Email: cahyasarikartikamurni@gmail.com
Corresponding Author
Cahyasari Kartika Murni
Available Online 11 January 2024.
DOI
10.2991/978-94-6463-346-7_28How to use a DOI?
Keywords
—Utilization of Technology; TikTok; Online Purchase Decisions; Offline Businesses
Abstract

In the digital age, businesses harness technology to maintain competitiveness and are increasingly leveraging TikTok for broader outreach. This study investigates TikTok’s role in shaping online purchasing behavior. Results demonstrate a positive correlation between increased TikTok usage and heightened engagement in online shopping. The ease of conducting online transactions through TikTok is a significant mediator in this relationship. However, the study reveals that the impact of online product prices on purchase decisions is rather limited. To flourish in this digital landscape, offline businesses must innovate their marketing strategies and prioritize the enhancement of user experiences. The combined utilization of technology and the creation of captivating TikTok content emerges as a pivotal factor in influencing the online purchasing decisions of digitally connected consumers. This research underscores the growing significance of TikTok as a dynamic marketing tool in the digital era and its transformative potential in influencing the purchasing behavior of digitally adept consumers.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Conference on SDGs Transformation through the Creative Economy: Encouraging Innovation and Sustainability (TCEEIS 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
11 January 2024
ISBN
978-94-6463-346-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-346-7_28How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Cahyasari Kartika Murni
PY  - 2024
DA  - 2024/01/11
TI  - The Decline of Offline Business: The Impact of TikTok Technology Transformation in the Digitalization Era
BT  - Proceedings of the Conference on SDGs Transformation through the Creative Economy: Encouraging Innovation and Sustainability (TCEEIS 2023)
PB  - Atlantis Press
SP  - 147
EP  - 152
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-346-7_28
DO  - 10.2991/978-94-6463-346-7_28
ID  - Murni2024
ER  -