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p-Index From 2021 - 2026
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All Journal Valid Jurnal Ilmiah Journal of Management and Business Insight
Arwin Yafi Rahmatullah
Universitas Bumigora, Nusa Tenggara Barat, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Impact of TikTok Live Streaming Marketing Strategies on Consumer Purchase Decisions: A Study of the Tala Outfit Brand Phyta Rahima; Arwin Yafi Rahmatullah; Susilo Talidobel
Valid: Jurnal Ilmiah Vol. 23 No. 2 (2026): Valid Jurnal Ilmiah Edisi Januari-Juni 2026
Publisher : Sekolah Tinggi Ilmu Ekonomi AMM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53512/valid.v23i2.651

Abstract

This study aims to determine and analyze the influence of Tala Outfit’s live streaming digital marketing strategy on TikTok toward consumer purchasing decisions. The study employed a quantitative research method using descriptive and causal approaches. The descriptive approach was used to explain the implementation of Tala Outfit’s live streaming strategy, including host performance, discount promotions, audience interaction, and sales improvement, while the causal approach was applied to analyze the influence of the live streaming strategy on consumer purchasing decisions. The data used in this study consisted of primary and secondary data. Primary data were collected through the distribution of online questionnaires to consumers, whereas secondary data were obtained from Tala Outfit’s internal company records, including time series data on live streaming performance and monthly sales data for the period of September 2024 to October 2025. The results showed that Tala Outfit’s live streaming strategy on TikTok, particularly through competent host performance and attractive discount promotions, successfully increased audience interaction and gross revenue by 627.85%. Therefore, the findings indicate that live streaming is an effective digital marketing strategy for increasing audience traffic and influencing consumer purchasing interest.
Green brand evangelism: The role of green brand attachment, attitudinal green purchase intention, and green brand loyalty Sinta Putri Anggraini; Arwin Yafi Rahmatullah; Amelindha Vania; Aris Kusumo Diantoro
Journal of Management and Business Insight Vol. 4 No. 1 (2026)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/jombi.v4i1.2216

Abstract

Purpose-Growing environmental awareness is driving green cosmetics companies to build strong relationships with consumers to foster sustainable brand support through green brand evangelism. However, this phenomenon is influenced not only by green attributes but also by consumers’ emotional and cognitive factors. This study examines the positive effects of green brand attachment and attitudinal green purchase intention on green brand evangelism, with green brand loyalty serving as a mediator. Methodology-This study focuses on Avoskin consumers in Indonesia, with a sample size of 173 respondents. All participants were selected using purposive sampling and met the established criteria. Data were collected via an online questionnaire and analyzed using SmartPLS 4.0, including validity and reliability tests, as well as hypothesis testing. Findings-The study found that green brand attachment and attitudinal green purchase intention can influence green brand evangelism and green brand loyalty. Green brand loyalty positively affects green brand evangelism and serves as a mediator linking the independent and dependent variables. Research Limitations-This study has limitations, including a relatively small sample size, a focus on a single product, Avoskin, and the examination of green brand loyalty only as a partial mediator. Future research is recommended to expand the sample size, conduct cross-brand comparisons, and develop a more complex mediation model. Novelty-This study contributes to the development of the consumer behavior literature by integrating social exchange theory and the theory of planned behavior to examine the factors that shape green brand evangelism. The findings reveal the role of green brand loyalty as a partial mediator, explaining the emotional aspect (green brand attachment) and the cognitive factor (attitudinal green purchase intention) in shaping green brand evangelism, within the context of green cosmetics in Indonesia. This area has not yet been extensively explored.
Co-Authors Amelindha Vania Aris Kusumo Diantoro Phyta Rahima Sinta Putri Anggraini Susilo Talidobel