The Impact of TikTok Shop Marketing Strategies on Customer’s Trust: An Analysis of Consumers in Gordon College

Abstract

This study examined the impact of TikTok Shop marketing strategies on customer trust among 100 purposively selected students from the College of Business and Accountancy at Gordon College, Olongapo City, Philippines. Using a quantitative descriptive-correlational design, data were collected via a validated survey questionnaire and analyzed through descriptive statistics, Pearson correlation, ANOVA, and multiple regression. Results revealed that product reviews and ratings and discounts and promotional campaigns were the strongest marketing strategy indicators, while payment security was the highest-rated trust dimension. Multiple regression showed that all predictors significantly influenced purchase behavior, with discounts and promotional campaigns and influencer recommendations as the strongest predictors. A significant positive correlation was found between marketing strategies and customer trust. The findings offer practical guidance for sellers, digital marketers, and platform administrators in designing trust-building strategies for young Filipino consumers.