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All Journal Muamalah Jurnal Baabu Al-ilmi : Ekonomi dan Perbankan Syariah Management of Zakat and Waqf Journal (MAZAWA)) Ekonomica Sharia: Jurnal Pemikiran dan Pengembangan Ekonomi Syariah Jurnal Pengabdian dan Edukasi Sekolah (Jubaedah) Jurnal Ekonomika Dan Bisnis Islamiconomic: Jurnal Ekonomi Islam IEB: Journal of Islamic Economics and Business BAABU AL-ILMI: Ekonomi dan Perbankan Syariah Jurnal Publikasi Ekonomi dan Akuntansi
Umari, zuul fitriani
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Pengaruh Interaksi Live Streaming, Kredibilitas Konten Kreator, Dan Variasi Produk Terhadap Keputusan Pembelian Di Tiktok Shop : Studi Kasus Mahasiswa Kota Palembang Azzahra, Anggita; Umari, Zuul Fitriani; Riski, Oki Sania
Jurnal Publikasi Ekonomi dan Akuntansi Vol. 6 No. 1 (2026): Januari: Jurnal Publikasi Ekonomi dan Akuntansi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jupea.v6i1.5263

Abstract

This study aims to analyze the influence of live streaming interaction, content creator credibility, and product variety on students’ purchasing decisions on TikTok Shop in Palembang City. The research employed a quantitative approach with purposive sampling involving 96 respondents. Data were analyzed using multiple linear regression with SPSS 26. The results show that the three independent variables significantly affect purchasing decisions both partially and simultaneously. These findings highlight the importance of real-time interaction, credibility of information, and product variety in shaping students’ purchasing behavior in the digital era.
Co-Authors Aryanti Aryanti Asmy, Sinsin Azzahra, Anggita Dwiyanti, Julita Eryani, Risma Juniawati, Mutmainah Maya, Maya Oki Sania Riski Raya, Fitri Saprida, Saprida Saprida, Saprida Wilian, Armansyah Zulfikri