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All Journal Grenek: Jurnal Seni Musik Panggung Journal of Music Science, Technology, and Industry (JOMSTI) PARAGUNA : Jurnal Ilmiah Pengetahuan, Pemikiran dan Kajian Tentang Seni Karawitan Edukasia: Jurnal Pendidikan dan Pembelajaran Pusat Publikasi Ilmu Manajemen PESHUM Awilaras JURNAL PENDIDIKAN DAN KEBUDAYAAN MISSIO Jurnal Sekretaris & Administrasi Bisnis
Soni Reffali
Universitas Taruna Bakti, Indonesia
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Eksplorasi Peran Live Streaming dan Kredibilitas Host dalam Membentuk Keputusan Pembelian Konsumen di TikTok Shop Santo Dewatmoko; Soni Reffali; Zaenal Muttaqien; Erika Nurmartiani; Akmal Nurisnanto Dewatmoko
PPIMAN Pusat Publikasi Ilmu Manajemen Vol. 4 No. 2 (2026): Pusat Publikasi Ilmu Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Univ

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/ppiman.v4i2.1587

Abstract

This study aims to explore the role of live streaming and host credibility in shaping consumer purchase decisions on TikTok Shop. This research employs a descriptive qualitative approach with an exploratory study design through in-depth interviews, digital observations, and documentation of TikTok Shop users’ experiences. Data analysis was conducted using thematic analysis to identify patterns of meaning related to consumer experiences during live streaming sessions, perceptions of host credibility, and factors influencing purchase decisions. The findings reveal that live streaming functions as an interactive communication space that enables consumers to obtain product information directly, reduce purchase uncertainty, and create a more personalized consumption experience. Host credibility becomes a crucial factor through dimensions of expertise, trustworthiness, communication style, and the ability to establish emotional connections with consumers. This study contributes to the development of digital marketing communication research by emphasizing the importance of the relationship between technology, communicators, and consumer experiences within the social commerce ecosystem. Practically, this study implies that digital business actors and content creators need to develop live commerce strategies through authentic, credible, and relationship-oriented communication to build long-term connections with consumers.
Co-Authors AA Sudharmawan, AA Agus Sukarna Diputra Akmal Nurisnanto Dewatmoko Diah Fatma Sjoraida Erika Nurmartiani Etti Suharti Etti Suharti Etti Suharti Guna, Buky Wibawa Karya Hidayah, Yuly Hinhin Agung Daryana Hinhin Agung Daryana Rengga Ramayuda Rengga Ramayuda Santo Dewatmoko Siti Khumairo Yully Hidayah Yully Hidayah Zaenal Muttaqien Zulkarnaen, Rudy