Pengaruh Live Streaming Shopping Dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Fashion Pada Aplikasi Tiktok Shop Tahun 2023
Abstract
This research aims to understand the correlation, partial influence, and simultaneous influence of Live Streaming Shopping and Sales Promotion on Fashion Product Purchase Decisions on the TikTok Shop Application in 2023. The research method uses a descriptive and verification quantitative approach. The sample in this study was 385 respondents taken from the unlimited population of TikTok users in Indonesia using the Lemeshow formula. The sampling technique in this study used a non-probability sampling technique with a purposive sampling method. Data analysis in this research uses path analysis and hypothesis testing using the t test and f test. By using Microsoft Excel tools, Method of Successive Interval (MSI), and the SPSS application version 25. The results of the analysis of this study show that the correlation between Live Streaming Shopping and Sales Promotion is strong, with a coefficient of 0.652, which indicates a positive and significant relationship. Live Streaming Shopping has a partial effect of 26.2% on Purchase Decisions, while Sales Promotions has a partial effect of 35.1%. The simultaneous effect of Live Streaming Shopping and Sales Promotion on Purchasing Decisions is 61.4%, while the remaining 38.6% are other variables not examined in this study.
References
Addison, C. S., & Aprilianty, F. (2022). The Effect of Live Streaming Feature on the E-commerce Platforms Towards Customers’ Purchase Decisions in Indonesia. International Journal of Business and Technology Management, 4(3), 350–361. https://doi.org/10.55057/ijbtm.2022.4.3.30
Adi Ahdiat. (2022, September 8). Banyak Konsumen Lebih Pilih E-Commerce untuk Belanja Fashion. Databoks. https://databoks.katadata.co.id/infografik/2022/09/08/banyak-konsumen-lebih-pilih-e-commerce-untuk-belanja-fashion
Amin, D. E. R., & Fikriyah, K. (2023). PENGARUH LIVE STREAMING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION MUSLIM (Studi Kasus Pelanggan TikTok Shop di Surabaya). Edunomika, 07(01), 1–11.
Aurelia, G., Setyabudi, D., & Manalu, S. R. (2021). Pengaruh Terpaan Promosi Penjualan dan Terpaan E-Word of Mouth #ShopeeHaul di TikTok terhadap Perilaku Impulse Buying. Interaksi Online, 9(4). https://www.fisip.undip.ac.id
Ayu Puspa Kinanti. (2021). TikTok Luncurkan TikTok Shop, Apa Sih Itu? Campus Digital. https://campusdigital.id/artikel/tiktok-luncurkan-tiktok-shop-apa-sih-itu-?ref=farisfanani
Febrinastri, F. (2021, March). Akibat Covid-19 Penjualan Fesyen Indonesia Turun 70%, Ini Upaya Kemnaker.
Gultom, N. C., Tamengkel, L. F., & Aneke, Y. P. (2022). Pengaruh Promosi Penjualan Terhadap Keputusan Pembelian pada Kedai Ingat Kopi Kota Sorong. Productivity, 3(4), 384–389.
Rahayu, R. (2023, June 9). Tren Belanja Live Streaming: Produk Fashion dan Kecantikan Paling Banyak Dibeli. Tempo.Co. https://bisnis.tempo.co/read/1735417/tren-belanja-live-streaming-produk-fashion-dan-kecantikan-paling-banyak-dibeli
Saputra, G. G., & Fadhilah. (2022). Pengaruh Live Streaming Shopping Instagram Terhadap Kepercayaan Konsumen Online dan Dampaknya pada Keputusan Pembelian. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(2), 442–452. https://doi.org/10.47065/ekuitas.v4i2.2353
SIMON KEMP. (2023, February 9). DIGITAL 2023: INDONESIA. Datareportal.Com. https://datareportal.com/reports/digital-2023-indonesia
Somantri, B. (2021, September). PASANG SURUT INDUSTRI FASHION DI MASA PANDEMI. Ryusei. https://ryusei.co.id/blogs/news/pasang-surut-industri-fashion-di-masa-pandemi
Sugiyono. (2015). Metodologi Penelitian Kuantitatif, Kualitatif, dan R&D (22nd ed.). CV. Alfabeta.
Suryani, I., & Syafarudin, A. (2021). Effect of Sales Promotion on Purchasing Decisions. Ilomata International Journal of Tax & Accounting, 2(2), 122–133. https://www.ilomata.org/index.php/ijtc
Veranita, M., Pemasaran, P., Almamalik, L., & Ikhsan Politeknik Piksi Ganesha, S. (2022). Pemanfaatan Pemasaran Melalui Media Sosial oleh UMKM Di Era Pandemi (Studi Kasus pada Usaha Mikro, Kecil, Dan Menengah di Kabupaten Bandung). Coopetition : Jurnal Ilmiah Manajemen, XIII(1), 89–95.
