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All Journal I-Finance Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Journal of Business Studies and Management Review Konsienti: Community Services Journal International Journal of Islamic Business and Economics (IJIBEC) lentera jurnal manajemen Jurnal Publikasi Ekonomi dan Akuntansi
Oki Sania Riski
Universitas Islam Negeri Raden Fatah Palembang
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Environmental Science 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 Africano, Fernando Asmy, Sinsin Asrol, Safitri Astaman, Ananda Putra Azzahra, Anggita Dwithia Chan Yo Putri Fitria Humairoh Gibtiah Gibtiah Heri Junaidi Hermawati, Syintia Hidayat, Fajri Nur Hilda Karinta Fakhira Mail Hilian Batin MISMIWATI, MISMIWATI MISMIWATI Pratama, Chici Rima Putri Pratiwi, Anggun Widya Riduwansah Riduwansah Riduwansah Rika Lidyah Titin Hartini Tri Agustina Umari, zuul fitriani Zakaria, Nor Balkish