The Role of Emotional Factors in Purchasing Decisions

Oct 13, 2025 by wbrum.org 135 views

The Influence of Attitude on Product Bundling on Purchasing Decisions at Tiktok Live Shop

Introduction

In the current digital era, social media platforms such as Tiktok have become an essential means for business people to market their products. One of the interesting features offered by Tiktok is the live shop, where users can make direct purchases when watching live broadcasts. This study aims to understand the effect of attitudes on the purchasing decision of bundling products in Tiktok Live Shop.

The Importance of Attitude in Purchasing Decisions

Attitude plays a crucial role in shaping consumer behavior, including purchasing decisions. A positive attitude towards a product or service can significantly influence a consumer's intention to make a purchase. In the context of Tiktok Live Shop, understanding the impact of attitude on purchasing decisions can help marketers and business people develop effective strategies to increase sales and customer loyalty.

Methodology

This study uses an explanatory quantitative design with the sampling convenience method, involving 350 respondents. Data is collected using a Likert scale consisting of a purchasing decision scale and an attitude scale towards purchasing decisions. Data analysis is carried out using a simple regression method.

Results

The results of this study show that the effective contribution of attitudes to the purchasing decision of bundling products at Tiktok Live Shop was 54.8%. This indicates a positive influence between purchasing attitudes and decisions. The more positive a person's attitude towards bundling products, the stronger their desire to buy the product.

Deeper Analysis

The results of this study highlight the importance of consumer attitudes in the decision-making process. A positive attitude towards bundling products can be built through several factors, such as attractive promotions, product quality, and positive reviews from other users. By understanding that 54.8% of purchasing decisions are influenced by attitudes, marketers can direct their strategies to build positive perceptions of bundling products.

In Tiktok Live Shop, direct interaction between the seller and the buyer can improve this positive attitude. Sellers who are able to communicate well and provide clear information about their bundling products have a greater opportunity to influence consumer attitudes. Therefore, it is essential for sellers to create a pleasant and educative shopping experience during live broadcasts.

From the point of view of consumers, this positive attitude can also be influenced by emotional factors. If the bundling product is presented in an interesting and creative way, this can affect the user's feelings, which in turn will increase their intention to make a purchase.

The Role of Emotional Factors in Purchasing Decisions

Emotional factors play a significant role in shaping consumer behavior, including purchasing decisions. In the context of Tiktok Live Shop, emotional factors can influence a consumer's attitude towards bundling products. If the product is presented in an interesting and creative way, this can affect the user's feelings, which in turn will increase their intention to make a purchase.

The Importance of Direct Interaction between Sellers and Buyers

Direct interaction between sellers and buyers can improve the positive attitude towards bundling products. Sellers who are able to communicate well and provide clear information about their products have a greater opportunity to influence consumer attitudes. Therefore, it is essential for sellers to create a pleasant and educative shopping experience during live broadcasts.

Conclusion

This study shows that attitude has an important role in the decision to purchase bundling products at Tiktok Live Shop. For marketers and business people, creating a positive attitude among consumers not only about selling products, but also about building good relationships and understanding the needs and desires of the audience. By utilizing platforms such as Tiktok effectively, business people can increase sales and develop greater customer loyalty.

Recommendations

Based on the findings of this study, the following recommendations are made:

Marketers and business people should focus on building a positive attitude among consumers towards bundling products.
Sellers should create a pleasant and educative shopping experience during live broadcasts.
Emotional factors should be taken into account when presenting bundling products.
Direct interaction between sellers and buyers should be encouraged to improve the positive attitude towards bundling products.

Limitations of the Study

This study has several limitations, including:

The study was conducted using a convenience sampling method, which may not be representative of the larger population.
The study only focused on the influence of attitude on purchasing decisions, and did not consider other factors that may influence consumer behavior.

Future Research Directions

Future research should focus on exploring other factors that influence consumer behavior, including purchasing decisions. Additionally, research should be conducted to understand the impact of social media platforms on consumer behavior, including purchasing decisions.

Conclusion

In conclusion, this study highlights the importance of attitude in shaping consumer behavior, including purchasing decisions. By understanding the impact of attitude on purchasing decisions, marketers and business people can develop effective strategies to increase sales and customer loyalty.
Frequently Asked Questions (FAQs) about the Influence of Attitude on Product Bundling on Purchasing Decisions at Tiktok Live Shop

Q: What is the significance of attitude in purchasing decisions?

A: Attitude plays a crucial role in shaping consumer behavior, including purchasing decisions. A positive attitude towards a product or service can significantly influence a consumer's intention to make a purchase.

Q: How does attitude influence purchasing decisions in Tiktok Live Shop?

A: The results of this study show that the effective contribution of attitudes to the purchasing decision of bundling products at Tiktok Live Shop was 54.8%. This indicates a positive influence between purchasing attitudes and decisions. The more positive a person's attitude towards bundling products, the stronger their desire to buy the product.

Q: What are some factors that can influence a consumer's attitude towards bundling products?

A: Several factors can influence a consumer's attitude towards bundling products, including attractive promotions, product quality, and positive reviews from other users. Additionally, emotional factors such as the presentation of the product in an interesting and creative way can also influence a consumer's attitude.

Q: How can sellers create a positive attitude among consumers towards bundling products?

A: Sellers can create a positive attitude among consumers by providing clear information about their products, communicating well with customers, and creating a pleasant and educative shopping experience during live broadcasts.

Q: What is the role of emotional factors in purchasing decisions?

A: Emotional factors play a significant role in shaping consumer behavior, including purchasing decisions. In the context of Tiktok Live Shop, emotional factors can influence a consumer's attitude towards bundling products. If the product is presented in an interesting and creative way, this can affect the user's feelings, which in turn will increase their intention to make a purchase.

Q: How can direct interaction between sellers and buyers improve the positive attitude towards bundling products?

A: Direct interaction between sellers and buyers can improve the positive attitude towards bundling products by allowing sellers to communicate well with customers, provide clear information about their products, and create a pleasant and educative shopping experience during live broadcasts.

Q: What are some recommendations for marketers and business people based on the findings of this study?

A: Based on the findings of this study, the following recommendations are made:

Marketers and business people should focus on building a positive attitude among consumers towards bundling products.
Sellers should create a pleasant and educative shopping experience during live broadcasts.
Emotional factors should be taken into account when presenting bundling products.
Direct interaction between sellers and buyers should be encouraged to improve the positive attitude towards bundling products.

Q: What are some limitations of this study?

A: This study has several limitations, including:

The study was conducted using a convenience sampling method, which may not be representative of the larger population.
The study only focused on the influence of attitude on purchasing decisions, and did not consider other factors that may influence consumer behavior.

Q: What are some future research directions based on the findings of this study?

A: Future research should focus on exploring other factors that influence consumer behavior, including purchasing decisions. Additionally, research should be conducted to understand the impact of social media platforms on consumer behavior, including purchasing decisions.

Q: What are some implications of this study for marketers and business people?

A: The findings of this study have several implications for marketers and business people, including:

The importance of building a positive attitude among consumers towards bundling products.
The need to create a pleasant and educative shopping experience during live broadcasts.
The importance of taking into account emotional factors when presenting bundling products.
The need to encourage direct interaction between sellers and buyers to improve the positive attitude towards bundling products.