TikTok Acquisition of Tokopedia: Consumer Perceptions on Purchase Intentions at Tokopedia

Abstract

TikTok and similar platforms wield significant influence, shaping consumer preferences in the digital age. The integration of Tokopedia Shop into TikTok, followed by its acquisition, has driven notable market shifts, complicating consumer decision-making. This impact is evident as TikTok rises swiftly, altering consumer-business interactions. The recent halt of TikTok Shop operations in Indonesia underscores e-commerce's dynamism, necessitating adaptable strategies amid regulatory changes. Yet, diverse online revenue channels persist, highlighting video content's crucial role in shaping consumer choices. TikTok's acquisition of Tokopedia shares opens doors for Indonesian users and SMEs, with consumer trust key to e-commerce success. This study aims to dissect user behavior within TikTok and Tokopedia ecosystems, offering insights for businesses. Analyzing consumer attitudes through methodologies like PLS-SEM enables businesses to navigate this evolving landscape, fostering competitiveness and growth.