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All Journal Jurnal Nasional Manajemen Pemasaran dan SDM
Alawiyah, Shufia
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Economics, Econometrics & Finance Social Sciences

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Pengaruh Live Streaming dan Kualitas Produk terhadap Keputusan Pembelian Melalui Kepercayaan Konsumen pada Aplikasi TikTokShop Alawiyah, Shufia; Ali, Mochammad Mukti
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 5 No. 4 (2024): Jurnal Nasional Manajemen Pemasaran dan SDM
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v5i4.2535

Abstract

This study aims to analyze the impact of live streaming and product quality on purchase decisions through consumer trust as an intervening variable on the TikTokShop application of Butik IR Fashionstyle. Using a quantitative verificative approach, the study involved 100 samples selected through probability sampling. Data were collected via questionnaires and analyzed using multiple linear regression. The results show that live streaming has a positive and significant effect on consumer trust, while product quality has a positive but not significant impact. Simultaneously, live streaming and product quality have a significant positive effect on consumer trust, with a contribution of 46.1%. Live streaming, product quality, and consumer trust together have a significant positive effect on purchase decisions, contributing 81.3%.
Co-Authors Mukti Ali, Mochammad