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All Journal Jurnal Studi Manajemen dan Bisnis JEBD
nirmala nirmala
Universitas Muhammadiyah Palopo
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Social Sciences

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The Effect of Live Streaming Interactivity and Influencer Credibility on Purchase Decisions of TikTok Shop Users in Palopo City nirmala nirmala; Muhammad Kasran; Putri Dewintari
Jurnal Studi Manajemen dan Bisnis Vol 13, No 1 (2026): Juni
Publisher : Trunojoyo University of Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/jsmb.v13i1.33976

Abstract

The purpose of this study is to explore how consumer purchasing decisions on the TikTok Shop platform in the Palopo area are influenced by live streaming interactivity and trust in influencers. This research is quantitative in nature and primarily uses survey methods. A total of 109 active TikTok Shop users participated in this study. Questionnaires were used to collect data, and SPSS version 21 software was used to process the data using multiple linear regression techniques. The main conclusion shows that, both individually and collectively, live streaming interactivity and trust in influencers significantly enhance purchasing decisions. These two independent factors explain 60.9% of the variation in purchasing decisions, according to the coefficient of determination (R2) of 0.609. Implications from these results suggest that increasing the level of interactivity and the trustworthiness of influencers will raise the likelihood of consumers making purchases through TikTok Shop.
Peluang E-Commerce Sebagai Platform Bisnis Unggul di Era Digital Dea Ananda; Qhesya Septian; Windra Windra; Nirmala Nirmala; Suraidah Suraidah
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2025): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

In the digital era the internet can be utilized in all fields ranging from education, health, government, to business which will make it easier to do everything effectively and efficiently. The internet is currently revolutionizing the way we do business, ranging from small, medium, to large-scale businesses. By utilizing the internet as a business medium, people will get more optimal benefits. This is evident from the statistics of online shopping in the world, Asia, Asia Pacific, and Indonesia itself in the last 5 years. This study will explain how big the opportunity for Indonesian people if they utilize the internet as a business medium.
Co-Authors Dea Ananda Muhammad Kasran Putri Dewintari Qhesya Septian Suraidah Suraidah Windra Windra