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All Journal Jurnal Pendidikan Tata Niaga (JPTN)
Adelia Dwiyanti
Universitas Negeri Surabaya
Economics, Econometrics & Finance Education Social Sciences

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PENGARUH CONTENT LIVE STREAMING DAN CELEBRITY ENDORSEMENT TERHADAP MINAT BELI KONSUMEN TIKTOK SHOP Adelia Dwiyanti; Raya Sulistyowati
Jurnal Pendidikan Tata Niaga (JPTN) Vol. 14 No. 3 (2026): (In Press)
Publisher : Program Studi Pendidikan Bisnis Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v14n3.p264-272

Abstract

This study aims to analyze the influence of live streaming content and celebrity endorsements on consumer purchase intentions on TikTok Shop. The research method used a quantitative approach with surveys conducted on 100 university students in Surabaya, selected using purposive sampling. The data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with smartPLS software. The results showed that live streaming content and celebrity endorsements have a positive and significant effect on consumer purchase intentions on TikTok Shop. So, together, these two variables have a strong impact in creating effective promotions..
Co-Authors Raya Sulistyowati