SYNTHESIS 3

In the recent years TikTok Shop has only been developed, thus Debbie et al. (2020)
claimed that the users' increasing popularity particularly on students have come across
difficulties on utilizing the application since they do not have enormous knowledge and
familiarity. Thus, Honan (2021) has identified that the students in their age are more likely to be
open to online scams.
As TikTok Shop can be accessible by everyone, hence becoming deceived is unavoidable
for consumers. Harisandi and Purwanto (2023), Wang(2020), Ma and Yu(2021), have discussed
spreading fake advertisement purposes in order to obtain the consumers' money through the
misleading information. Akbari et al., have emphasized that TikTok has a weak surveillance
system to protect and manage this kind of wrong doings. On the other hand, James and Jargon
(2023) stated that TikTok have eventually removed and deleted the contents. Therefore, Kapnia
(2022) has pointed out that sellers must take significant action to prove them wrong, such as
providing accurate product’s information.
Nevertheless, Aziz and Wahid (2018) stated that consumers preferred to actually feel and
touch the product, however online shopping has prevented consumers from personally testing
them. Because consumers are disturbed if the product will suit them (Azmi et al., 2023). Zhang
et al. (2023) added that online shopping has also restricted the personal interaction between seller
and consumer.
Jocks, Adinugroho, and Ferils (2023) have found out that prices of the products do not
correspond to the given amount of price since consumers received poor and low quality.
Ratnapuri et al. (2023) have found out that TikTok Shop has different structure wherein
the products are not divided and organized according to their classification unlike other online
shopping products that are presently arranged.
Based on Krishnaprabha et al. (2020) good delivery service is also an essential part of
building consumers' trust and satisfaction. However, Sekarlingga and Hartono emphasized that
the shipping service has drawbacks such as, late delivery, no exact tract of the products location
and condition.
Moreover, consumers use e-money transactions to send their payment to the seller. But
Syahriya and Himawan (2022) mentioned that consumers' personal information ends up falling
to the wrong hands because internet theft is unpredictable and may happen to anyone.
Due to the significant amount of video promotions, recommendations, and live broadcast
according to (Andon and Annuar, 2023) consumers make an impulsive purchase without having
the plan to buy a product. However, Gesmundo et al. (2022) have discussed that consumers are
having troubles in recognizing notable products that could allow them to determine the product
they are searching for.

SYNTHESIS 4
 Sellers must be mindful of its target market since individual’s knowledge on digital
marketing evolves along with employing social media (Cheng and Ho, 2015). Thus, applying a
strategic userguide on TikTok Shop is a way to reach out to consumers. In addition, Wisesha
(2022) mentioned that digital marketing strategy enhances the product promotion, increases sales
and maintains the consumers loyalty to TikTok Shop.
However as digital marketing grows, less effective strategies are implemented due to the
insufficient comprehension of the appropriate procedures to be employed (Zanubiya, 2023).
Revella (2015) also mentioned that there are numerous tools to apply however, there is an
inadequate use of it.
Due to the TikTok Shop's easy interface product promotion, digital marketing strategy
can simply optimize (Rosiyana, 2021). Yu (2019) has also added that TikTok has fun, practical,
and modern functions.
Nevertheless Diana Novita et al. (2021) highlighted that TikTok itself teaches their users
how to shop using the application. Since interaction between sellers and consumers is practiced
through a live video record demonstration of the product. Yongyao (2023) gave importance to
the fact that the live streaming viewers have expanded along with the presentation and exposure
of the product.
Moreover, Ghatak (2023) provided essential components to develop appealing video
contents that attract the interest of viewers including, be authentic, use of music and sound,
incorporate challenges and trends, and also initiate collaboration with influencers. In addition
Pahlevi & Medyawati (2023) and Wielki (2020) emphasized that influencers are used as great
marketers because of their large fanbase individual’s have easily captured their trust.
On the other hand, in order to catch up with current trends it is significant for business
owners to develop an engaging and appealing digital marketing strategy. Consequently, Jaipong
(2023) states that it is necessary to understand TikTok trends, process to create entertaining
videos, create loyal TikTok Influencer partnerships, and video analytics speak volumes to define
the purpose of a content and utilize it.
While Liu (2022) suggests creating high-quality video contents can potentially belong to
the trending list since it is more popular. Encouraging users to disseminate quality content,
helping publish advertisements that do not irritate consumers, instead it helps in providing
reliable information regarding the product.
Furthermore, Wendy et al. (2014) claimed that in order for the business to become
successful, understanding how the digital marketing works on its target audience becomes a
thorough guide to mobilize and appropriately use it. By the means of this, the distinctive
attributes of digital marketing will be discovered to form a user guideline that contributes in
effectively promoting products and services.

SYNTHESIS 2
 Students find online shopping an uncomplicated way to purchase a product since all of
the item's description and information are presented, and it does not also require to arrive at the
physical store (Harahap and Amanah, 2018). Edwar et al. (2018) pointed out that the TikTok
Shop users are composed of students that play a significant role in the purchasing power.
Kotler and Armstrong (2014) elaborated that decision making is a process wherein
consumers develop their selected item from a group of options. It is systematic that takes into
account to make each purchase worthy. As Hanaysha (2022) stated that a consumer undergoes a
sequence of processes before choosing a clear decision. It seeks to answer questions including,
"what to buy," "when to buy," "where to buy," "which brand to obtain," "what payment method
to employ," and "how much to spend."
Meanwhile, Sundarapandiyan N. et al., (2015) pointed out that advertisements online
greatly influence and shape the consumers purchasing decisions. Because it features the
information and quality of a product that encourages consumers to acquire the item.
Additionally, it was supported by Anindya, F., & Indriastuti, H. (2023) because viral videos in
online shops have the capacity to explore its idea and content.

SYNTHESIS 1
The evolution of online shopping on TikTok Shop has developed and contributed to the
product advertisement (Solikah and Kusumaningtyas, 2022). Therefore, TikTok Shop application
provides an opportunity for entrepreneurs or marketers to acquire more customers by employing
TikTok Shop as an instrument to raise their sales (Sasmita & Achmadi, 2022).
The rise of digital marketing has expanded technological progress to acquire all the
information needed to select and purchase a specific product (Bintaro, et al., 2022). However
Nasirinejad and Sampalli (2023) stated that more information does affect how wisely a consumer
will choose a product.
Azpeitia also indicates that the social media platform, TikTok, offers businesses the
opportunity to grow through marketing. With the help of digital marketing, business owners can
easily promote their products and buyers can quickly find the goods they're looking for
Hariyanto.
Moreover, TikTok Shop with its user-friendly attributes uploading video content ranging
from 15 up to 60 seconds of record, which can include popular music and TikTok challenges
allows to present the product into a wider audience Yudhistira. But, it must be kept in mind how
in the span of short video duration the advertisements must cover the message they seek to
deliver to their viewers Araujo et al.

Synthesis
 The evolution of online shopping on TikTok Shop has developed and contributed to the
product advertisement (Solikah and Kusumaningtyas, 2022). Therefore, TikTok Shop application
provides an opportunity for entrepreneurs or marketers to acquire more customers by employing
TikTok Shop as an instrument to raise their sales (Sasmita & Achmadi, 2022).
The rise of digital marketing has expanded technological progress to acquire all the
information needed to select and purchase a specific product (Bintaro, et al., 2022). However
Nasirinejad and Sampalli (2023) stated that more information does affect how wisely a consumer
will choose a product.
Azpeitia (2021) also indicates that the social media platform, TikTok, offers businesses
the opportunity to grow through marketing. With the help of digital marketing, business owners
can easily promote their products and buyers can quickly find the goods they're looking for
(Hariyanto, 2021).
Students find online shopping an uncomplicated way to purchase a product since all of
the item's description and information are presented, and it does not also require to arrive at the
physical store (Harahap and Amanah, 2018). Edwar et al. (2018) pointed out that the TikTok
Shop users are composed of students that play a significant role in the purchasing power.
Kotler and Armstrong (2014) elaborated that decision making is a process wherein
consumers develop their selected item from a group of options. It is systematic that takes into
account to make each purchase worthy. As Hanaysha (2022) stated that a consumer undergoes a
sequence of processes before choosing a clear decision. It seeks to answer questions including,
"what to buy," "when to buy," "where to buy," "which brand to obtain," "what payment method
to employ," and "how much to spend."
Meanwhile, Sundarapandiyan N. et al., (2015) pointed out that advertisements online
greatly influence and shape the consumers purchasing decisions. Because it features the
information and quality of a product that encourages consumers to acquire the item.
Additionally, it was supported by Anindya, F., & Indriastuti, H. (2023) because viral videos in
online shops have the capacity to explore its idea and content.
In the recent years TikTok Shop has only been developed, thus Debbie et al. (2020)
claimed that the users' increasing popularity particularly on students have come across
difficulties on utilizing the application since they do not have enormous knowledge and
familiarity. Thus, Honan (2021) has identified that the students in their age are more likely to be
open to online scams.
As TikTok Shop can be accessible by everyone, hence becoming deceived is unavoidable
for consumers. Harisandi and Purwanto (2023), Wang(2020), Ma and Yu(2021), have discussed
spreading fake advertisement purposes in order to obtain the consumers' money through the
misleading information. Akbari et al., have emphasized that TikTok has a weak surveillance
system to protect and manage this kind of wrong doings. On the other hand, James and Jargon
(2023) stated that TikTok have eventually removed and deleted the contents. Therefore, Kapnia
(2022) has pointed out that sellers must take significant action to prove them wrong, such as
providing accurate product’s information.
 Nevertheless, Aziz and Wahid (2018) stated that consumers preferred to actually feel and
touch the product, however online shopping has prevented consumers from personally testing
them. Because consumers are disturbed if the product will suit them (Azmi et al., 2023). Zhang
et al. (2023) added that online shopping has also restricted the personal interaction between seller
and consumer.
Jocks, Adinugroho, and Ferils (2023) have found out that prices of the products do not
correspond to the given amount of price since consumers received poor and low quality.
Ratnapuri et al. (2023) have found out that TikTok Shop has different structure wherein
the products are not divided and organized according to their classification unlike other online
shopping products that are presently arranged.
Based on Krishnaprabha et al. (2020) good delivery service is also an essential part of
building consumers' trust and satisfaction. However, Sekarlingga and Hartono emphasized that
the shipping service has drawbacks such as, late delivery, no exact tract of the products location
and condition.
Moreover, consumers use e-money transactions to send their payment to the seller. But
Syahriya and Himawan (2022) mentioned that consumers' personal information ends up falling
to the wrong hands because internet theft is unpredictable and may happen to anyone.
Due to the significant amount of video promotions, recommendations, and live broadcast
according to (Andon and Annuar, 2023) consumers make an impulsive purchase without having
the plan to buy a product. However, Gesmundo et al. (2022) have discussed that consumers are
having troubles in recognizing notable products that could allow them to determine the product
they are searching for.
Sellers must be mindful of its target market since individual’s knowledge on digital
marketing evolves along with employing social media (Cheng and Ho, 2015). Thus, applying a
strategic userguide on TikTok Shop is a way to reach out to consumers. In addition, Wisesha
(2022) mentioned that digital marketing strategy enhances the product promotion, increases sales
and maintains the consumers loyalty to TikTok Shop.
However as digital marketing grows, less effective strategies are implemented due to the
insufficient comprehension of the appropriate procedures to be employed (Zanubiya, 2023).
Revella (2015) also mentioned that there are numerous tools to apply however, there is an
inadequate use of it.
Due to the TikTok Shop's easy interface product promotion, digital marketing strategy
can simply optimize (Rosiyana, 2021). Yu (2019) has also added that TikTok has fun, practical,
and modern functions.
Nevertheless Diana Novita et al. (2021) highlighted that TikTok itself teaches their users
how to shop using the application. Since interaction between sellers and consumers is practiced
through a live video record demonstration of the product. Yongyao (2023) gave importance to
the fact that the live streaming viewers have expanded along with the presentation and exposure
of the product.
Moreover, Ghatak (2023) provided essential components to develop appealing video
contents that attract the interest of viewers including, be authentic, use of music and sound,
incorporate challenges and trends, and also initiate collaboration with influencers. In addition
Pahlevi & Medyawati (2023) and Wielki (2020) emphasized that influencers are used as great
marketers because of their large fanbase individual’s have easily captured their trust.
On the other hand, in order to catch up with current trends it is significant for business
owners to develop an engaging and appealing digital marketing strategy. Consequently, Jaipong
(2023) states that it is necessary to understand TikTok trends, process to create entertaining
videos, create loyal TikTok Influencer partnerships, and video analytics speak volumes to define
the purpose of a content and utilize it.
While Liu (2022) suggests creating high-quality video contents can potentially belong to
the trending list since it is more popular. Encouraging users to disseminate quality content,
helping publish advertisements that do not irritate consumers, instead it helps in providing
reliable information regarding the product.
Wendy et al. (2014) concluded that in order for the business to become successful,
understanding how the digital marketing works on its target audience becomes a thorough guide
to mobilize and appropriately use it. By the means of this, the distinctive attributes of digital
marketing will be discovered to form a user guideline that contributes in effectively promoting
products and services.