Guidelines for Developing Marketing Strategies to Be Consistent with Factors Affecting the Decision to Purchase Women's Fashion Clothing via the Tiktok Application of Current Consumers Guidelines for Developing Marketing Strategies to Be Consistent with Factors Affecting the Decision to Purchase Women's Fashion Clothing via the Tiktok Application of Current Consumers

Abstract

          TikTok application or TikTok is an online platform with a variety of products. One of the popular product formats for trading on the platform is fashion and accessories. Short videos are presented to open up a free market for trading where consumers can directly access stores and can buy products on a single application where they can choose products, buy products, and pay conveniently. Therefore, this article aims to study the factors affecting the decision to buy women's fashion clothing via the TikTok application of current consumers and to plan and analyze marketing strategies that are appropriate for presenting women's fashion clothing via the TikTok application through the synthesis of literature data and marketing strategy theories. The strategies that the researcher can briefly synthesize to propose as a guideline for developing a marketing plan include learning the principles of TikTok that must be well understood in the system in order to support consumers who are not yet fluent in using the application, including updating the discount coupon system to answer questions and present to customers to be interested in order to build on to successfully close sales, including various marketing strategies that can be effectively applied to products at different times.

          TikTok is considered an interesting online platform with the efficiency of the efficient E-Commerce area. This article is therefore suitable for consumers. Entrepreneurs who can apply the information obtained from this academic article to plan various strategies to develop marketing strategies that are consistent with the factors that affect the decision to buy women's fashion clothing through the TikTok application of current consumers in a targeted and effective manner.