Pengaruh Word of Mouth Mengenai Live Streaming Tiktok Shop Terhadap Keputusan Pembelian Konsumen

Anisa,; Risnawati, Ririn; Chamidah, Nurul

doi:10.47431/jkp.v1i2.230

Cited by 8 publications

(11 citation statements)

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“…The survey shows that 27.5% of Indonesian respondents use shows that word of mouth has a significant effect on the TikTok shop live streaming and the results of the study also reveal that purchasing decisions will increase if word of mouth increases its influence through the display and presentation of the Tiktok shop live stream. So the live streaming of the TikTok shop can have a positive effect on the influence of word of mouth to encourage student purchasing decisions, which is in line with this research on the effect of live streaming on TikTok on consumer buying decisions, which is indeed close and influential (Anisa et al, 2022).…”

Section: Discussionsupporting

confidence: 83%

The Effect of Promotion via TikTok Live Streaming on Consumers’ Buying Interest in Clothing Products

Pongratte¹,

Liu²,

Putri³

et al. 2023

JSS

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This study aims to examine the effect of promotion via TikTok live streaming on consumer purchase interest in apparel products. This study uses quantitative analysis. The processed data is the result of distributing questionnaires. The sampling method is non-probability sampling and the technique used in collecting respondents is accidental sampling. The data analysis technique used in this study is simple linear regression. Based on the results of data analysis, this study shows that promotion via live streaming TikTok has a positive and significant effect on consumer buying interest in clothing products. The more often consumers watch TikTok live streaming from a particular brand, the greater their interest in buying clothing products from that brand. This research contributes to clothing manufacturers who wish to expand their promotional reach by using the TikTok platform. This research can also help marketers to better understand the factors that influence consumer buying interest and effective promotion strategies via TikTok live streaming.

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Section: Discussionsupporting

confidence: 83%

The Effect of Promotion via TikTok Live Streaming on Consumers’ Buying Interest in Clothing Products

Pongratte¹,

Liu²,

Putri³

et al. 2023

JSS

View full text Add to dashboard Cite

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“…Maka hipotesis ke tujuh diterima. Penelitian yang diteliti oleh (Anisa et al, 2022) menjelaskan keberadaan electronic word of mouth mempunyai keunggulan penjelasan mengenai suatu produk atau jasa karena adanya komentar baik/buruk pada link kranjang kuning selama proses berlangsungnya live streaming, sehingga pelanggan akan lebih percaya dengan review pelanggan yang telah membeli produk atau jasa. Electronic word of mouth berdampak positif yang artinya penelitian ini sesuai dengan penelitian.…”

Section: Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelianunclassified

“…Electronic word of mouth berpengaruh positif artinya penelitian ini sesuai dengan penelitian (Anisa et al, 2022), electronic word of mouth memiliki keunggulan dalam berinformasi, pelanggan selalu melihat ulasan suatu produk saat live streaming Shopee.…”

Section: Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelianunclassified

Pengaruh Kualitas Produk, Voucher Diskon dan Shopping Lifestyle Terhadap Keputusan Pembelian yang Dimediasi oleh Electronic Word Of Mouth Pada Live Streaming Shopee (Study pada Mahasiswa di Daerah Istimewa Yogyakarta)

Wahyuningsih,

Damayanti

2024

bisman

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Dengan menggunakan E-WOM sebagai mediator, penelitian ini bertujuan untuk mengetahui dampak dari kualitas produk, kupon diskon, dan kebiasaan berbelanja terhadap pilihan pembelian akhir konsumen. Penelitian ini menggunakan teknik kualitatif untuk memberikan penjelasan deskriptif. Mahasiswa di Daerah Istimewa Yogyakarta yang telah menggunakan Shopee untuk pembelian live streaming. Seratus responden menjadi sampel yang ditentukan dengan menggunakan rumus Solvin. Sampel dikumpulkan dengan menggunakan purposive sampling, sebuah pendekatan non-probability sampling, sesuai dengan kriteria yang telah ditentukan. Secara khusus, PLS bersama dengan perangkat lunak SmartPLS 4.0 digunakan untuk analisis data. Temuan penelitian ini menunjukkan bahwa kualitas produk mempengaruhi electronic word of mouth dan keputusan pembelian secara positif namun tidak signifikan, sedangkan voucher diskon mempengaruhi electronic word of mouth secara positif dan signifikan namun keputusan pembelian secara positif namun tidak signifikan. Dalam hal electronic word of mouth, Shopping Lifestyle bersifat netral atau agak negatif, namun dalam hal pilihan pembelian, berpengaruh positif dan signifikan. Kualitas produk, kupon diskon, dan kebiasaan membeli adalah tiga faktor yang tidak dapat dipengaruhi oleh electronic word of mouth.

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“…Dalam praktik live streaming ini, penjual atau kreator konten secara langsung berinteraksi dengan pemirsa mereka sambil memperlihatkan produk, menjelaskan fitur-fitur, dan menjawab pertanyaan langsung dari pemirsa (Wongsunopparat and Deng 2021). Riset Anisa, Risnawati, and Chamidah (2022); Fathurrohman, Nurivananda and Fitriyah (2023);Nurlenawati, and Triadinda (2023); Febrian and Sudarwanto (2023) menunjukkan bahwa live streaming berpengaruh positif terhadap keputusan pembelian. Di sisi lain, temuan oleh Wongsunopparat and Deng (2021); Saputra and Fadhilah (2022); Maslucha and Ajizah (2023) menunjukkan bahwa live streaming tidak berpengaruh terhadap keputusan pembelian.…”

Section: Pendahuluanunclassified

“…Hal ini dapat membentuk sikap positif terhadap produk atau merek, sesuai dengan prinsip TPB bahwa sikap individu memengaruhi niat dan perilaku konsumen, yaitu keputusan pembelian oleh konsumen. RisetAnisa, Risnawati, and Chamidah (2022);Fathurrohman, Nurivananda and Fitriyah (2023); Nurlenawati, and Triadinda (2023); Febrian and Sudarwanto (2023) menunjukkan bahwa live streaming berpengaruh positif terhadap keputusan pembelian, sehingga, hipotesis yang dirumuskan yaitu H 2 : live streaming berpengaruh positif terhadap keputusan pembelian.…”

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Content Marketing, Live Streaming, And Online Customer Reviews On Fashion Product Purchase Decisions

Misbakhudin,

Komaryatin

2023

Iqtishaduna

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This research analyzes the influence of content marketing, live streaming, and online customer reviews on purchasing decisions for Shopee fashion products. This type of research is explanatory research with a quantitative approach. The population in this research is all consumers who have purchased fashion products at Shopee in the Jepara area. The data source used is primary data from distributed questionnaires. Samples were taken using the simple random sampling method with Lameshow measurements, obtaining a sample of 100 people. The data analysis technique used in this research is multiple linear regression analysis using SPSS version 23 statistical tools. The research results show that content marketing positively influences fashion product purchasing decisions. Live streaming positively influences fashion product purchasing decisions. Online customer reviews positively influence fashion product purchasing decisions. This research can provide in-depth insight into the factors influencing consumer purchasing decisions on the Shopee platform, especially fashion products. These findings can be an essential reference for business people, marketers, and researchers to develop more effective marketing strategies in the e-commerce context.

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Pengaruh Word of Mouth Mengenai Live Streaming Tiktok Shop Terhadap Keputusan Pembelian Konsumen

Cited by 8 publications

References 0 publications

The Effect of Promotion via TikTok Live Streaming on Consumers’ Buying Interest in Clothing Products

The Effect of Promotion via TikTok Live Streaming on Consumers’ Buying Interest in Clothing Products

Pengaruh Kualitas Produk, Voucher Diskon dan Shopping Lifestyle Terhadap Keputusan Pembelian yang Dimediasi oleh Electronic Word Of Mouth Pada Live Streaming Shopee (Study pada Mahasiswa di Daerah Istimewa Yogyakarta)

Content Marketing, Live Streaming, And Online Customer Reviews On Fashion Product Purchase Decisions

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