Consumer Preference in Choosing an Online Shopping Platform: TikTok Shop vs Conventional E-Commerce

The development of digital technology has changed people's shopping behavior, especially through online platforms. TikTok Shop, as a new shopping feature in the TikTok social media application, offers an interactive and unique shopping experience compared to conventional e-commerce platforms. Although TikTok Shop is increasingly in demand, especially by the younger generation, many consumers still choose to shop through other e-commerce platforms that are considered more trusted and functional. This raises questions about the factors that influence consumer preferences in choosing an online shopping platform. Previous studies have focused more on consumer behavior on one platform, without directly comparing preferences between TikTok Shop and other e-commerce platforms. This study fills this gap by analyzing consumer preferences based on aspects of price, promotion, convenience, and trust. Research This study uses a quantitative approach by distributing online questionnaires to 102 respondents who are active users of online shopping platforms and processed using a Likert scale in Excel. The results of the study showed that the majority of respondents strongly agreed with the statement given, with the level of agreement reaching 93.14%. Conclusions and implications: Gen Z strongly supports statements that indicate that the approach or values conveyed are relevant to the preferences and views of this generation