Dampak Fenomena Tiktok Shop terhadap Perubahan Pola Belanja Mahasiswa Pendidikan Ekonomi IKIP PGRI Bojonegoro

Abstract

The rapid development of digital technology has changed people's consumption behavior, especially among students as active social media users. One of the social commerce platforms currently influencing shopping behavior is TikTok Shop, which combines entertainment and online shopping in one application. This study aims to analyze how students interpret the TikTok Shop phenomenon and describe changes in shopping patterns among Economics Education students at IKIP PGRI Bojonegoro after the emergence of TikTok Shop. This study uses a qualitative descriptive approach. Data collection techniques were carried out through interviews, observation, and documentation. The results showed that students interpret TikTok Shop as a practical shopping platform, entertainment-based digital innovation, and a trend-forming medium that influences purchasing decisions. In addition, TikTok Shop has changed student shopping patterns from rational and planned shopping toward more impulsive shopping behavior influenced by promotions, trends, and emotional factors. The existence of TikTok Shop also increases the intensity of student spending because the shopping process becomes easier, faster, and more attractive through visual content and live streaming features.

Keywords: TikTok Shop, shopping behavior, social commerce, consumer behavior, students