Pengaruh Live Streaming TikTok Terhadap Keputusan Pembelian Produk Skintific Pada Generasi Z Pengikut Akun @skintific_id
Abstract
One of the popular and rapidly growing social media platforms is TikTok. The platform offers live streaming features that allow sellers to interact directly with potential buyers in promoting their products. This study aims to examine the influence of TikTok live streaming (including streamer credibility, media richness, and interactivity) on the purchasing decisions of Skintific products among Generation Z followers of the official TikTok account @skintific_id. The survey method was employed, distributing questionnaires to the followers of the account who belong to Generation Z. The findings indicate that TikTok live streaming has a significant and positive influence on the purchasing decisions of Skintific products. The variables of streamer credibility and media richness have a strong and positive influence on purchasing decisions, while the interactivity variable has a moderate and positive influence. Overall, the live streaming variables collectively have a significant influence on purchasing decisions. The conclusion of this study states that TikTok live streaming can be an effective strategy in influencing purchasing decisions for products, especially among Generation Z, who are active TikTok users. This research provides a deeper understanding of the importance of TikTok live streaming in product marketing, particularly in the beauty industry.
References
Ali, H., & Widodo, A. (2022). Determinasi Komunikasi Pemasaran: Analisis Iklan, Personal Selling dan Public Relations. Jurnal Manajemen Pendidikan dan Ilmu Sosial, 3(2), 796–804.
Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Model Keputusan Pembelian Melalui Kepuasan Konsumen Pada Marketplace: Kualitas Produk Dan Kualitas Pelayanan (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 211–224. https://doi.org/10.38035/jmpis.v3i1.867
Christiani, L. C., & Ikasari, P. N. (2020). Generasi Z dan Pemeliharaan Relasi Antar Generasi dalam Perspektif Budaya Jawa. Jurnal Komunikasi dan Kajian Media, 4(2), 84–105.
Guo, J., Li, Y., Xu, Y., & Zeng, K. (2021). How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory. Frontiers in Psychology, 12(November), 1–10. https://doi.org/10.3389/fpsyg.2021.767876
Hardani, Auliya, N., Andriani, H., Fardani, R., Ustiawaty, J., Utami, E., … Istiqomah, R. (2020). Buku Metode Penelitian Kualitatif dan Kualitatif (H. Abadi, ed.). Yogyakarta: CV. Pustaka Ilmu Group.
Prasasti, G. D. (2022). Gen Z Lebih Aktif Belanja Online Ketimbang Milenial di Ramadan 2022. Diambil 29 September 2022, dari Liputan6 website: https://www.liputan6.com/tekno/read/4952023/gen-z-lebih-aktif-belanja-online-ketimbang-milenial-di-ramadan-2022
Rakhmayanti, I. (2020). Pengguna TikTok di Indonesia Didominasi Generasi Z dan Y. Diambil 29 September 2022, dari Sindonews website: https://tekno.sindonews.com/berita/1523692/207/pengguna-tiktok-di-indonesia-didominasi-generasi-z-dan-y
Sugeng, B. (2022). Fundamental Metodologi Penelitian Kuantitatif. Yogyakarta: Deepublish.
Sugiyono. (2015). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
TikTok for Business. (2023). TikTok Insights. Diambil 17 Juni 2023, dari TikTok website: https://www.tiktok.com/business/id/insights/tt1064?attr_source=copy_link&attr_medium=share
Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022). How Live Streaming Changes Shopping Decisions in E-commerce: A Study of Live Streaming Commerce. Computer Supported Cooperative Work (CSCW), 31, 701–729. https://doi.org/10.1007/s10606-022-09439-2
Wardhana, A., Budiastuti, E., Gultom, N. B., Sudirman, A., Julyanthry, Saputra, G. G., … Amruddin. (2022). Perilaku Konsumen (Teori dan Implementasi). Bandung: Media Sains Indonesia.
