A Comparative Analysis of the Effectiveness of Influencer Marketing Between TikTok Shop and Shopee Live in Driving Consumer Purchasing Decisionsin
Keywords:
pemasaran pengaruh, toko tiktok, shoope langsung, buying decisionAbstract
The development of social commerce has transformed consumer shopping behavior from conventional
e-commerce toward interactive shopping experiences through live shopping features. TikTok Shop and
Shopee Live are two dominant platforms in Indonesia that offer different marketing characteristics. This
study aims to analyze and compare the effectiveness of influencer marketing on both platforms in
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influencing consumer purchasing decisions. A quantitative approach with a comparative method was
employed. Data were obtained through literature studies and a survey design targeting users who had
purchased products through live shopping platforms. The variables examined include influencer
attractiveness, trustworthiness, expertise, interactivity, promotional stimuli, and purchasing decisions.
The findings indicate that TikTok Shop excels in generating consumer attention and interest through
creative content, the For You Page (FYP) algorithm, and influencers' ability to stimulate impulse
buying. In contrast, Shopee Live is more effective in increasing sales conversions due to its strong
promotional ecosystem, free shipping programs, integrated payment systems, and high consumer
purchase intentions. The study concludes that the effectiveness of both platforms is situational and
depends on marketing objectives. TikTok Shop is more suitable for increasing brand awareness and
engagement, while Shopee Live is more effective for driving direct sales conversions. Therefore, an
integrated utilization of both platforms is recommended to maximize marketing performance according
to product characteristics and target markets.
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