Perceived Value and Trust Factors Influencing the Purchase Decision on TikTok Platform among Consumers in Surat Thani Province
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Abstract
This research aims to study the levels of perceived value, trust, and the purchasing decision-making process of consumers using the TikTok platform in Surat Thani Province. Additionally, it seeks to examine the factors of perceived value and trust that influence the purchasing decision-making process of these consumers on TikTok. This is a quantitative research study. The population consists of consumers who have previously purchased products via the TikTok application in Surat Thani. A purposive sampling method was used, selecting 385 respondents. Data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that: (1) the perceived value factor for purchasing products through the TikTok platform among consumers in Surat Thani is at a high level, (2) the trust factor for purchasing products through the TikTok platform among consumers in Surat Thani is, on average, at a high level, and (3) the purchasing decision-making process for products through the TikTok platform among consumers in Surat Thani is, overall, at a high level. Additionally, (4) perceived value factors, such as usability, social value, intellectual value, and conditions, significantly influence the purchasing decision-making process through the TikTok platform among consumers in Surat Thani. Finally, (5) trust factors, specifically trust in online sellers and trust in the business environment and regulatory frameworks, significantly influence the purchasing decision-making process through the TikTok platform among consumers in Surat Thani, with statistical significance at the 0.05 level.
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