Pengaruh Live Streaming Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skintific Pada Aplikasi Tiktok Shop Di Kota Medan

Diniati Diniati, Tengku Ahmad Helmi, Tri Kartika Yudha


Abstract


This study aims to analyze the influence of live streaming and product quality on purchasing decisions for Skintific products at TikTokShop Medan. Using a quantitative approach, a survey was conducted on 200 respondents who had purchased Skintific products through TikTokShop. Data were collected through an online questionnaire covering the variables of live streaming, product quality, and purchasing decisions. Data analysis used the Partial Least Square (PLS) method to evaluate the relationship between variables and test the research model. The results showed that both live streaming and product quality had a positive and significant influence on purchasing decisions. Live streaming was found to have a stronger impact, indicating the importance of real-time interaction and product demonstration in influencing consumer decisions. Product quality was also shown to be an important factor, emphasizing that consumers still consider the intrinsic aspects of the product even in the context of online shopping

Keywords


Live Streaming; Product Quality; Purchasing Decisions

Full Text:

PDF

References


Chin, W.W., (2010), How to Write up and Report PLS Analysis in Handbook of Partial Least Handbook of Partial Least Squares : Concepts, Methods and Applications Chapter 28, London New York : Springer Heidelberg Dordrecht.

Fauziyah, Z., & Isnaeni Darmawan, D. (2024). Pengaruh Viral Marketing Terhadap Kepercayaan Konsumen Dan Dampaknya Terhadap Keputusan Pembelian. Jurnal Inovasi Dan Kreativitas (JIKa), 4(1), 92–108. https://doi.org/10.30656/jika.v4i1.8979

Febriani, E. P., & Sudarwanto, T. (2023). Pengaruh Brand Image dan Live Streaming Marketing Di Tiktok Terhadap Keputusan Pembelian Produk Somethinc. Jurnal Ilmiah Wahana Pendidikan, 9(21), 290–303. https://doi.org/10.5281/zenodo.10076889

Nurivananda, S. M., & Fitriyah, Z. (2023). Pengaruh Content Marketing Dan Live Streaming Terhadap Keputusan Pembelian Pada Aplikasi Media Sosial Tiktok (Studi Pada Konsumen Generasi Z@ Scarlett_Whitening Di Surabaya). Management Studies and Entrepreneurship Journal (MSEJ), 4(4), 3664-3671. https://doi.org/10.37385/msej.v4i4.2498

Rahmadani, N., Wirangga, R., Zarna, A. D., & Sanjaya, V. F. (2023). Pengaruh Harga Dan Kualitas Produk Terhadap Minat Beli Geprek Abu Ahda. Journal for Management Student (JFMS), 3(2), 9-25. https://doi.org/10.35706/jfms.v3i2.10767

Surianto, S., & Valentina, M. (2024). Pengaruh Beby Tsabina sebagai Brand Ambassador dan Harga terhadap Keputusan Pembelian Barenbliss. Jurnal Syntax Admiration, 5(7), 2519–2530. https://doi.org/10.46799/jsa.v5i7.1258




DOI: https://doi.org/10.30743/jrmb.v9i1.11077

Refbacks

  • There are currently no refbacks.