Exploring the Drivers of Consumer Purchase Decisions on TikTok Shop: The Effects of Service Quality, Price, and Promotions

The accelerated evolution of social commerce, notably facilitated by platforms such as TikTok Shop, has profoundly transformed consumer behavior, altering the manner in which individuals engage with brands and effectuate purchases. The objective of this study is to examine the influence of service quality, price, and promotion on the decision to purchase bags on TikTok Shop in Tabanan Regency. The research method employed is quantitative, employing a survey design to collect data from 100 respondents who were selected using purposive sampling. The data analysis technique employed for this study was multiple linear regression, a method that was selected for its ability to test the hypothesized model. The findings indicated that service quality and price exerted a substantial influence on purchasing decisions, while promotional activities did not demonstrate a significant impact. The present study found that service quality and price jointly explain the variation in handbag purchasing decisions on TikTok Shop. In summary, service quality and price have been identified as the predominant factors influencing purchasing decisions, while the role of promotions is considered less significant. This study makes a significant contribution to the development of theory in the field of e-commerce and social commerce. Moreover, it provides practical implications for sellers on TikTok Shop to focus more on service quality and competitive prices. It is recommended that further research be conducted to explore other variables, such as the influence of influencers or consumer experience, and to expand the sample size.