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All Journal JOBS (Jurnal Of Business Studies) Asian Journal of Logistics Management
Ardiyanti, Vika Diyah
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science

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The Effect of TikTok Live Streaming Shopping on Impulse Buying Behavior in The 2023 Global Crisis Ardiyanti, Vika Diyah
Asian Journal of Logistics Management Vol 2, No 1 (2023): Asian Journal of Logistics Management
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/ajlm.2023.18050

Abstract

 Various studies have proven the effectiveness of social media in influencing consumers. This is used by business actors to increase sales through social media. Especially now that entertainment media such as Tiktok also provide convenience by presenting the Tiktok shop and Tiktok live streaming shopping. The presence of TikTok live streaming shopping is increasingly spoiling TikTok users. In fact, many potential consumers who had no previous shopping plans suddenly made a purchase. This is called impulsive buying. Impulse behavior is certainly not wise to do during a global crisis like today. The decline in income levels requires people to downsize. This study aims to determine the effect of tiktok live streaming shopping on impulsive buying behavior in the era of the global crisis. From the results of research conducted on 100 sample people using a qualitative descriptive method, it shows that tiktok live streaming shopping has a significant effect of 38.5% on impulsive buying behavior. This is due to the affordable product selling prices, ease of communication between sellers and buyers, as well as attractive promos such as special prices when shopping during live streaming.
Influence of Brand Awareness, Brand Image, and Key Opinion Leaders on Hanasui Product Purchase Decisions Ardiyanti, Vika Diyah; Fitriani, Itsna Rahma
JOBS (Jurnal Of Business Studies) Vol. 10 No. 1 (2024): Oktober 2024
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32497/jobs.v10i1.6228

Abstract

The skincare business in Indonesia is growing very rapidly. In the midst of intense competition for skincare products, skincare manufacturers are competing to offer products that suit consumers' needs and desires with various innovations and advantages. Apart from that, manufacturers are also aggressively promoting their products on social media using various methods to build brand awareness and brand image, which are very important assets because they can influence consumer perceptions and behavior. But currently, there is chaos in the world of skincare in Indonesia. Moreover, it is related to allegations that the ingredients in the product do not necessarily correspond to those listed and reported to BPOM. This problem has gone very viral since the appearance of a doctor known as the "Detective Doctor" who provides education based on laboratory tests of the ingredients in beauty products whether they match what is stated on the packaging or not (overclaim). Detective Doctors can also be considered Key Opinion Leaders (KOL). Key Opinion Leaders (KOL) can be said to be the same as influencers because they have the same influence on consumer behavior. This research aims to determine the influence of Brand Awareness, Brand Image, and Key Opinion Leaders on Hanasui Product Purchasing Decisions. This research is associative research and the type of data used is quantitative data. The population of this research is all the unknown number of Hanasui product users. The sample in this study consisted of 100 respondents. The technique used is multiple linear regression technique. The research results show that the Brand Awareness and Key Opinion Leader variables have a positive and significant effect on purchasing decisions for Hanasuni products. Meanwhile, Brand Image has a positive but not significant influence on the decision to purchase Hanasui products
Co-Authors Fitriani, Itsna Rahma