Daya Tarik Live Streaming TikTok Shop: Bagaimana Interaksi Langsung Mempengaruhi Niat Pembelian Produk Fashion

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Desy Bariyyatul Qibtiyah

Abstract

Penelitian ini menganalisis pengaruh live streaming TikTok dalam mendorong niat pembelian produk fashion. Dengan pesatnya kemajuan teknologi, platform online seperti TikTok telah mengubah cara berbelanja konsumen. TikTok, yang merupakan salah satu media sosial terpopuler dengan 156 miliar pengguna global, menyediakan fitur e-commerce bernama TikTok Shop yang memfasilitasi penjualan produk melalui live streaming. Fitur TikTok Live memungkinkan interaksi langsung antara penjual dan pembeli, yang membantu mengatasi keraguan calon pembeli. Penelitian ini menggunakan pendekatan kuantitatif dengan model persamaan struktural SEM (Structural Equation Modeling) dan alat analisis SmartPLS 3.0. Data dikumpulkan melalui kuesioner online yang disebarkan kepada 137 responden yang aktif menggunakan TikTok dan pernah menonton live streaming produk fashion di platform tersebut. Hasil penelitian menunjukkan bahwa interaksi selama live streaming, yang mencakup personalisasi, daya tanggap, dan hiburan, secara signifikan meningkatkan keputusan pembelian produk kosmetik.

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How to Cite
Qibtiyah, D. B. (2024). Daya Tarik Live Streaming TikTok Shop: Bagaimana Interaksi Langsung Mempengaruhi Niat Pembelian Produk Fashion. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 3(5), 558–571. https://doi.org/10.56799/ekoma.v3i5.4245
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