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All Journal Maksimum : Media Akuntansi Universitas Muhammadiyah Semarang SEGMEN Jurnal Manajemen dan Bisnis SENTRALISASI JURNAL MANAJEMEN DAN BISNIS INDONESIA Jurnal Proaksi Value: Jurnal Manajemen dan Akuntansi Jurnal Ekonomi Manajemen Sistem Informasi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Jurnal Manajemen dan Inovasi (MANOVA) Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan Cerdika: Jurnal Ilmiah Indonesia Paradoks : Jurnal Ilmu Ekonomi Ranah Research : Journal of Multidisciplinary Research and Development West Science Business and Management SIKAP : Sinar Inovasi Kajian Pemberdayaan Masyarakat Jurnal Riset Multidisiplin Edukasi DIMASEJATI:Jurnal Pengabdian Kepada Masyarakat
Yulianty, Puspa Dewi
Universitas Muhammadiyah Cirebon
Religion Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Transportation Other

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The Effects of Live Streaming and Influencer Endorsement on Purchase Decisions for Glad2Glow Products among Generation Z TikTok Shop Users Audwi Dea Dhita; Badawi Badawi; Puspa Dewi Yulianty
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 9, No 4 (2026): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v9i4.8285

Abstract

The development of social commerce has transformed digital marketing strategies, particularly through the use of live streaming and influencer endorsement on TikTok Shop. These two strategies enable companies to establish more intensive interactions with consumers and enhance the effectiveness of marketing communication. This study aims to analyze the effects of live streaming and influencer endorsement on purchase decisions for Glad2Glow products among Generation Z TikTok Shop users in Cirebon Regency. The study employed a quantitative approach, using a survey of 100 respondents selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that live streaming has a positive and significant effect on purchase decisions, with a path coefficient of 0.309 (p = 0.023). Influencer endorsement also has a positive and significant effect on purchase decisions, with a path coefficient of 0.549 (p < 0.001), making it the variable with the more dominant influence. The coefficient of determination (R² = 0.648) indicates that the two variables explain 64.8% of the variation in consumers’ purchase decisions. These findings indicate that combining direct interaction through live streaming with influencer credibility is an effective digital marketing strategy for increasing purchase decisions for beauty products on TikTok Shop.
Co-Authors Agisty Mauludy Akbar Riskal Amani Ali Mugayat Amani, Akbar Riskal Audwi Dea Dhita Ayu Diah Aziz, M. Taufik badawi - Badawi Badawi Budi Purnomo Chorela, Devi Cika Vanny Dewi Suhati Diana Diana Hadiwibowo, Imam Hanan, Marwan Hani Indriyanti Iha Farihatul Muzayyanah Iko Aditya Imas Purnamasari Indriyanti, Hani Jufri, Ali Khalifah Nurjannah Lisna Duwi Cahyani Mochamad Rifaldy Dwi A Mohammad Fahreza Muzayyanah Muzayyanah Nurohim Nurohim Pebi Kurniawan Putri, Frestia Qodriah, Sari Laelatul Rizal Eka Prastyo Rodiatul Aulla Senen , Syamsul Hadi Sri Sundhea Hastuti Suryani, Indri Tania Fajriati Triana, Wulan Wahyudi Wahyudi Wisnu Hardiansyah