Social commerce and Consumer Shopping Behavior: A Qualitative Study at Atrium Senen Mal, Jakarta
Universitas Terbuka
Universitas Terbuka
DOI:
https://doi.org/10.56943/esensi.v29i2.546Advances in digital technology and social media have shifted consumer shopping paradigms from physical shopping centers to social commerce platforms such as TikTok Shop. This study aims to understand the impact of social commerce on changes in consumer shopping behavior at Mal Atrium Senen, Jakarta. The novelty of this research lies in integrating the analysis of consumer behavior in social commerce with its impact on physical shopping centers, specifically Mal Atrium Senen, using primary data from open questionnaires presented in diagrams and narratives. The approach used is qualitative descriptive with 28 participants who are active TikTok Shop users selected through purposive sampling. Data analysis was conducted through data reduction, which involved sorting, focusing attention, and simplifying information in line with the research objectives. The results show that spontaneous or impulsive buying is the dominant factor at 82.1%, followed by content and promotion at 71.4%, influencer recommendations at 57.1%, and live shopping at 42.9%. As a result, visits and transactions at Mal Atrium Senen have decreased. This study concludes that social commerce significantly changes consumer shopping behavior. The limitation of this study lies in purposive sampling that only involved active TikTok Shop consumers, so the findings cannot be generalized to all mall visitors. Future research is suggested to compare users and non-users of social commerce, involve participants across ages, use a mixed-method approach, and measure actual transaction data.
Keywords: Influencer Shopping Behavior Change Social Commerce TikTok Shop
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