A preliminary study on the usage of TikTok as a shopping platform: A survey in Kolej Poly-Tech MARA Ipoh

Abstract

The rapid digital transformation brought about by the COVID-19 pandemic has reshaped the way businesses engage with consumers. This study explores the usage of TikTok Shop as a shopping platform among Diploma in Digital Marketing students at Kolej Poly-Tech MARA (KPTM) Ipoh. Using the Marketing Mix (4Ps: Product, Price, Place, Promotion) as a conceptual framework, the research aims to determine how these elements influence brand awareness, perceived quality, brand loyalty, corporate image and brand equity. A total of 143 students were surveyed through structured questionnaires. Data were analyzed using descriptive statistics, reliability analysis and multiple regression. The findings reveal that marketing mix elements, particularly promotion and place play significant roles in shaping students' perceptions and purchase intentions