The The Influence of TikTok Content on Purchasing Decisions and Consumption Behavior of High School Students

The research was conducted to investigate the impact of short video content on TikTok on the purchasing decisions of 15-19-year-old high school students and their experiences in online shopping after watching the videos. The subjects of this research come from high school students are located in the Cilincing area. TikTok has interactive short videos and attractive visuals that influence them in building an interest in buying a product. The honest reviews among the influencers and content creators have helped students to be more confident and interested in making a purchase. Second, other factors also include discounts and special offers. Many times, the purchasing decision gets triggered by it, though the product had not been planned to be bought previously. Such a strong influence of the influencers is also clear on TikTok, as many students will argue to be influenced to buy such products promoted by the influencers they follow. However, the findings of this study also expose that consumer expectation does not always match with reality concerning the products received. Some students feel that the product they purchase is in line with advertisements, but several answered that they were disappointed because of the difference between reality and expectation. Similarly, trust in product reviews on TikTok is different; some respondents realized that there are reviews that exist only for promotions. The research method used in this study is content analysis wherein data collection is conducted by online survey.