PERILAKU KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN SECARA ONLINE MELALUI TIKTOK SHOP DI KALANGAN MAHASISWA STIA LPPN PADANG

This study examines consumer behavior in online purchasing decisions through TikTok Shop among Business Administration students at STIA LPPN Padang and identifies factors influencing their decisions. A descriptive qualitative approach was applied to 20 students who actively used TikTok and had purchased products through TikTok Shop. Data were collected through interviews, observation, and documentation and analyzed using the interactive model of Miles, Huberman, and Saldaña, including data condensation, data display, and conclusion drawing and verification. The results show that purchasing decisions involved need recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase assessment, although these stages did not always occur sequentially. Students considered product reviews, ratings, price, quality, brand reputation, seller credibility, financial ability, platform convenience, payment methods, influencers, friends, and content creators. Promotional content could increase interest and accelerate purchasing decisions, but students continued to compare information and adjust purchases to their needs and available funds. The novelty of this study lies in identifying TikTok Shop as a digital environment that simultaneously functions as a transaction channel, information source, and promotional space, where purchasing decisions are shaped through the interaction between individual judgment and continuous digital stimuli.