Michael Lizar

A Multiple Linear Regression Analysis of Tiktok’s Marketing Strategies and E-Commerce Sustainability in Greater Jakarta, Indonesia

Introduction

A multiple linear regression analysis of tiktok’s marketing strategies and e-commerce sustainability in greater jakarta, indonesia. Discover how TikTok marketing strategies drive e-commerce sustainability in Jakarta. Platform usage and content strategy are key for consumer responses.

Abstract

Indonesia’s rapidly expanding digital economy has positioned TikTok as a dominant force in social commerce. However, empirical evidence regarding the effectiveness of TikTok marketing strategies in supporting sustainable E-commerce performance remains limited. This study examines how TikTok’s marketing strategies influence key dimensions of E-commerce sustainability in JaBoDeTaBek (Jakarta, Bogor, Depok, Tangerang, and Bekasi), Indonesia’s most digitally active metropolitan region. Using survey data from 65 active TikTok users, multiple linear regression analysis was conducted to evaluate the effects of platform usage, content strategy, engagement tactics, and advertising strategy on purchase intention, brand recognition, and customer engagement. The results show that platform usage is the strongest predictor of purchase intention (β = 0.586, p < 0.001; R² = 0.671). Content strategy significantly influences all three outcomes, including purchase intention (β = 0.285, p = 0.022), brand recognition (β = 0.563, p < 0.001), and customer engagement (β = 0.497, p < 0.001). Engagement tactics demonstrate a positive effect on customer engagement but do not significantly predict brand recognition, while advertising strategy shows no significant independent effect across the models. These findings indicate that narrative-driven and algorithm-compatible content plays a more critical role than conventional advertising in shaping consumer responses on TikTok. The study contributes to the growing literature on social commerce and provides practical insights for digital marketers and MSMEs seeking sustainable E-commerce performance in emerging markets.

Review

This study offers a timely and relevant examination of TikTok's marketing strategies and their impact on E-commerce sustainability within Indonesia's dynamic digital economy, specifically focusing on the Greater Jakarta area. Addressing a recognized gap in empirical evidence regarding the effectiveness of these strategies, the research clearly articulates its objective: to determine how platform usage, content strategy, engagement tactics, and advertising strategy influence key sustainability indicators such as purchase intention, brand recognition, and customer engagement. The chosen geographical focus on JaBoDeTaBek further enhances the study's relevance, targeting one of the most digitally active metropolitan regions in an emerging market. Methodologically, the authors employed a multiple linear regression analysis on survey data collected from 65 active TikTok users. The findings present several compelling insights: platform usage emerged as the strongest predictor of purchase intention, while content strategy demonstrated a significant influence across all three measured outcomes. Interestingly, engagement tactics positively affected customer engagement but not brand recognition, and advertising strategy showed no significant independent effect. These results underscore a crucial takeaway: narrative-driven and algorithm-compatible content appears to be more impactful than conventional advertising on TikTok, suggesting a fundamental shift in effective digital marketing paradigms on this platform. The study makes a valuable contribution to the burgeoning literature on social commerce, particularly within the context of emerging markets. Its practical implications are significant for digital marketers and Micro, Small, and Medium Enterprises (MSMEs) seeking to optimize their strategies for sustainable E-commerce performance on TikTok. While the findings provide actionable insights, the relatively small sample size of 65 active users might limit the generalizability of the results to the broader population of TikTok users in Greater Jakarta or other regions. Nevertheless, this research lays important groundwork, highlighting the critical role of organic and platform-native content strategies over traditional advertising in fostering consumer engagement and purchase intent in the social commerce landscape.

Full Text

Comments

You need to be logged in to post a comment.