Influence of Global Digital Platforms (Tiktok, Instagram, Shopee, and Amazon) on Student Shopping Patterns

This study aims to examine the influence of global digital platforms—TikTok, Instagram, Shopee, and Amazon— on the shopping patterns of university students in Indonesia. Rapid technological development and the widespread use of social media and e-commerce among digital-native students have significantly shaped their consumption behavior. This research employs a quantitative approach using questionnaires distributed to students who actively use these platforms. Data analysis was conducted through validity and reliability tests, classical assumption tests, multiple linear regression, the F-test, and the coefficient of determination (R²), processed using SPSS. The findings reveal that, simultaneously, all platform variables have a significant influence on students' shopping patterns. However, partially, only TikTok and Shopee demonstrate a significant effect, while Instagram and Amazon do not show significant influence. The Adjusted R Square value of 0.460 indicates that 46% of the variation in students’ shopping behavior is influenced by the use of these digital platforms, with the remaining portion affected by other external factors. Overall, the results highlight that social commerce features, instant purchasing mechanisms, and digital marketing strategies—particularly on TikTok and Shopee—play a major role in shaping the consumption behavior of students in the digital era