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All Journal Journal of Management and Social Sciences Jurnal Yudistira
Ria Nofita Praptiwi
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Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Transportation

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Journal : Journal of Management and Social Sciences

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Pengaruh Live Streaming dan Metode Pembayaran Cash On Delivery Terhadap Keputusan Pembelian Pada Tiktok Shop di Indonesia Ria Nofita Praptiwi; Indra Hastuti; Taufiq Nur Muftiyanto
Journal of Management and Social Sciences Vol. 3 No. 3 (2024): August : Journal of Management and Social Sciences
Publisher : Sekolah Tinggi Ilmu Administrasi Yappi Makassar Jl. Sumba no 46, Kota Makassar, Sulawesi Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimas.v3i3.1441

Abstract

The rapid development of digital technology, especially the internet, has driven the emergence of a new marketing strategy known as digital marketing. One example of digital marketing in Indonesia is TikTok Shop, which offers attractive features such as live streaming, discounts, and cash on delivery payments. The objective of this research is to determine the influence of live streaming, and cash on delivery payment methods, both simultaneously and partially, on purchasing decisions on TikTok Shop in Indonesia. The research methodology employed is quantitative. Purposive sampling was used as the sampling technique. Data was collected using questionnaires and analyzed using IBM SPSS Statistics 25, with multiple linear regression analysis. The results showed that live streaming, cash on delivery payment methods have a significant simultaneous influence on purchasing decisions. Partially, live streaming and cash on delivery payment methods have a positive influence on purchasing decisions. The coefficient of determination (R²) is 89.6%, indicating that live streaming, cash on delivery payment methods, have an influence on purchasing decisions, while the remaining 10.4% is influenced by other variables.
Co-Authors Indra Hastuti Kurniasih Kurniasih Rayhan Gunaningrat Taufiq Nur Muftiyanto