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All Journal Proceedings of the International Conference on Applied Science and Health Jurnal bintang manajemen Jurnal Pengabdian Masyarakat Panacea Protein: Jurnal Ilmu Keperawatan dan Kebidanan
Nita Safitri
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Decision Sciences, Operations Research & Management Dentistry Education Health Professions Immunology & microbiology Medicine & Pharmacology Neuroscience Nursing Public Health Veterinary

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Journal : Jurnal bintang manajemen

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The Influence of Social Media Marketing and Live Streaming on Skintific Product Purchases via TikTok in Jambi City Nita Safitri; Musnaini Musnaini; Sigit Indrawijaya
Jurnal Bintang Manajemen Vol. 3 No. 1 (2025): Jurnal Bintang Manajemen (JUBIMA)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jubima.v3i1.3811

Abstract

This research aimed to examine the influence of social media marketing and live streaming on purchasing decisions for skintific products through the TikTok platform in Jambi City. This research is a type of quantitative research. Determination of the number of samples in this research was 96 respondents with the sampling technique used as Purposive Sampling and the sampling method used was Non-Probability Sampling. The primary data used was obtained through a digital questionnaire, namely Google Form with a Likert scale. The data analysis method in this research uses SPSS (Statistical Product and Service Solution) using IBM SPSS Statistics 25 For Windows software. The results of this research indicate that social media marketing and live streaming have a positive and significant effect on purchasing decisions for skintific products through the TikTok platform in Jambi City.
Co-Authors Difa Intannia Herningtyas Nautika Lingga Imam Muftadi Kristina Maharani musnaini musnaini Prima Happy Ratnapuri Qomariyah Qomariyah RR. Ella Evrita Hestiandari Ruri Eka Maryam Mulyaningsih Sigit Indrawijaya