Dominance of tiktok in online purchasing intention among students of University Malaysia Kelantan

The emergence of various new social e – commerce platforms causes many factors that can influence a customer's online purchasing intention towards an item. TikTok, a video – creating app, has become extremely popular in the business industry at this unprecedented time due to the Covid – 19 outbreaks that has swept the country. With the main attraction in helping sellers produce interesting and simple videos to market their products, it is certain that many consumers are more inclined to make online purchases through the TikTok shop when there are many factors that can attract their interest to use it. So, the purpose of this study was to identify the factors that influence University Malaysia Kelantan students’ online purchase intention through TikTok. TikTok is one of the popular applications for online purchasing. The variables utilized in this research framework include perceived host interaction, perceived convenience and perceived price fairness. This study used convenience sampling to obtain a balanced sample from the students of University Malaysia Kelantan. According to Krejcie and Morgan (1970), 373 students will be the sample size for the entire population. Consumer behavior theory was used in this study. The study of how people make purchases is known as consumer behavior theory. This theory helps firms and marketers capitalize on these behaviors by predicting when and how a consumer will make a purchase.