Factors of using tiktok as business platform towards selling decision

Seenivasan, Vinoshini (2023) Factors of using tiktok as business platform towards selling decision. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

The purpose of this study is to determine TikTok's awareness as a business platform in terms of selling decisions. After the pandemic covid 19, the study of social media on online business has become one of the primary research topics. However, there is still a gap in the social media platform TikTok in Malaysia, and most research is less likely to focus on TikTok as a business platform to sell products and services. Furthermore, TikTok is a potential social media platform that is on the increase, with a plethora of interesting small business ideas available to help businesses grow. Thus, this study is conducted to investigate the factors of using TikTok as business platform towards selling decision. There are three independent variables that had been determined in this research study which are connectedness, accessibility, and openness. The study concentrated on Peninsular Malaysia because the respondents were easily accessible. This study took a quantitative approach, collecting a sample of 384 respondents in Peninsular Malaysia by questionnaire. The data was examined using descriptive statistics, Pearson correlation, and multiple linear regressions. According to the conclusions of the data study, all three determinants have a positive relationship with selling decisions on TikTok. In short, several recommendations were made, including broadening the research setting, focusing on different social media platforms, and employing qualitative research methods. This study will aid business owners who specialize in social media since it will provide them a better knowledge of which variables they should focus on when it comes to TikTok.

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