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Pengaruh Live Streaming dan Kualitas Produk terhadap Keputusan Pembelian Melalui Kepercayaan Konsumen pada Aplikasi TikTokShop

Year: 2024

Type: article

Abstract: This study aims to analyze the impact of live streaming and product quality on purchase decisions through consumer trust as an intervening variable on the TikTokShop application of Butik IR Fashionstyle. Using a quantitative verificative approach, the study involved 100 samples selected through probability sampling. Data were collected via questionnaires and analyzed using multiple linear regression. The results show that live streaming has a positive and significant effect on consumer trust, while product quality has a positive but not significant impact. Simultaneously, live streaming and product quality have a significant positive effect on consumer trust, with a contribution of 46.1%. Live streaming, product quality, and consumer trust together have a significant positive effect on purchase decisions, contributing 81.3%.

Source: Jurnal Nasional Manajemen Pemasaran & SDM

DOI: 10.47747/jnmpsdm.v5i4.2535

Authors: Shufia Alawiyah, Mochammad Mukti Ali

Institution: Universitas Indonesia Membangun

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4405917260

FWCI:

Cites: 13

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Related to: 10