THE ADHERENCE OF BSTM ON THE STANDARD SAFETY AND SECURITY PROTOCOLS DURING OFF CAMPUS ACADEMIC ACTIVITIES

Abstract

In today’s competitive environment and growing e-commerce, TikTok Shop has become a game-changer in the e-commerce industry, providing businesses with a new avenue to reach and connect with their target audience. Its ability to seamlessly blend entertainment and shopping has revolutionized consumer behavior and expectations, shaping the way businesses approach marketing and sales in the digital age. In this rapidly evolving landscape, it is essential for companies to adapt and leverage platforms like TikTok Shop to stay competitive and meet the ever-changing demands of consumers. The integration of entertainment and shopping within a single platform has attracted a large and diverse user base, with millions of users worldwide actively engaging with TikTok Shop. This unique combination allows businesses to not only showcase their products but also create a sense of excitement and engagement, leveraging the power of social media to drive sales and customer loyalty. In this regard, the researcher carefully examined the things that affect satisfaction, loyalty, and buying behavior, and how the students of the International School of Asia and the Pacific Main Campus in Peñablanca, Cagayan, react to the service quality of the TikTok Shop. Three Hundred Thirty-Seven (337) college students have been selected as respondents in this study using stratified sampling to identify the number of respondents. The gathered data were interpreted using Frequency Count and percentage distribution was utilized for the profile of the respondents, Weighted Mean for the assessment of respondents’ level of satisfaction, service quality, consumer’ buying behavior and level loyalty towards Tik-Tok shop, One Way-ANOVA, Independent Sample T-Test, Regression Analysis, and Pearson’s R correlation analysis were utilized to test the level of significance. After rigorous interpretation and analysis, the study shows that TikTok Shop is predominantly used by ISAP third-year level male students in their twenties. It was also found that monthly allowance, sex, course, buying frequency, and service quality are significant factors influencing satisfaction, buying behavior, and loyalty of the respondents towards Tik-Tok Shop. In addition, shop endorsement is identified as an area for improvement to enhance customer advocacy and engagement. These insights can guide TikTok Shop in developing strategies to improve service quality, attract a wider customer base, and cultivate long-term customer loyalty in the highly competitive e-commerce market. This research contributes to a better understanding of the dynamics between service quality, consumer behavior, and satisfaction in the context of TikTok Shop. The findings provide valuable recommendations for TikTok Shop to enhance its service quality and effectively cater to the needs and expectations of its target audience, ultimately strengthening its position in the e-commerce industry.