Buying Interest in TikTok Shop: The Role of Live Streaming, Reviews, and Influencers

Nasikhin, Muh.Nur Ali Khoirun and Sundari, Ariefah and Syaikhudin, Ahmad Yani and Tyas, Sekar Nining Buying Interest in TikTok Shop: The Role of Live Streaming, Reviews, and Influencers. Buying Interest in TikTok Shop: The Role of Live Streaming, Reviews, and Influencers, vol 6 (1). pp. 50-64. ISSN 2721-690X

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Abstract

Abstract This study aims to analyze the influence of live streaming, online customer reviews, and influencer marketing on consumer buying interest in the TikTok Shop application. The research was conducted at Darul Ulum Lamongan Islamic University using a quantitative approach, with a sample of 98 students selected through purposive sampling. Data were analyzed using partial and simultaneous tests with SPSS 26. The coefficient of determination test, based on the R Square value, revealed that live streaming, online customer reviews, and influencer marketing collectively influence consumer buying interest by 42.6%. The statistical analysis yielded the following findings: (1) live streaming, online customer reviews, and influencer marketing collectively impact consumer buying interest; (2) online customer reviews do not have a significant effect on consumer buying interest; (3) influencer marketing has a positive and significant influence on consumer buying interest; and (4) live streaming, online customer reviews, and influencer marketing, when considered together, significantly affect consumer buying interest. These findings highlight the critical role of influencer marketing and live streaming in shaping consumer behavior on the TikTok Shop platform, while online customer reviews appear to have a less significant impact.

Item Type: Article
Uncontrolled Keywords: Keywords Live Streaming; Online Review Customer; Influencer Marketing; Purchase Interest.
Subjects: A General Works > AC Collections. Series. Collected works
Depositing User: hafidz khoirul umam
Date Deposited: 14 Mar 2025 04:53
Last Modified: 14 Mar 2025 04:53
URI: http://repository.unisda.ac.id/id/eprint/3607

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