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Juma'i
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Economics, Econometrics & Finance

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Pengaruh E-Wom, Live Video Promotion, dan Kualitas Produk Terhadap Minat Beli Pada Tiktok Shop Rahma Nur Arifa; Juma'i; Noegroho, Andro Dewantara
Journal of Trends Economics and Accounting Research Vol 4 No 4 (2024): June 2024
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v4i4.1393

Abstract

This study aims to describe the effect of Electronic Word Of Mouth (E-WOM), Live Video Promotion, and Product Quality on Purchase Interest in the TikTok Shop application. This study used a non-probability sampling method with purposive sampling used in the sampling technique where the sample taken was 95 respondents from the Faculty of Economics, Muhammadiyah University of Semarang who used the TikTok Shop application. The results of this study indicate that Electronic Word Of Mouth (E-WOM), Live Video Promotion, and Product Quality partially and simultaneously have a positive and significant effect on purchase intention where t count is greater than t table and f count is greater than f table. The results of the coefficient of determination (R2) of 63.4% of buying interest are influenced by Electronic Word Of Mouth (E-WOM), Live Video Promotion, and Product Quality. For future researchers, in order to find 36.6% other variables that can affect buying interest.
Co-Authors Noegroho, Andro Dewantara Rahma Nur Arifa