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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Tamara Marsya Safitri
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

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ANALYSIS OF TAYLOR DE' VIRDIS PRODUCT PURCHASE DECISIONS THROUGH LIVE STREAMING SESSIONS ON TIKTOK SOCIAL MEDIA Tamara Marsya Safitri; Virdies Nur Cahya
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 8 (2025): JULY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i8.939

Abstract

This study aims to determine the decision-making process for purchasing Taylor De' Virdis products through live streaming sessions on the social media platform TikTok. In examining this topic, the researcher used a descriptive qualitative method with a netnographic approach. Data collection was carried out through digital observation by joining the internet community as a live host. Data was obtained from live streaming archives from June 2025 and analyzed step-by-step using the netnography method: entry, data collection, analysis, and interpretation. This study was analyzed based on Kotler & Armstrong's consumer decision-making theory. The results of this study indicate that the purchasing decision process during Taylor De' Virdis' live streaming on TikTok involves five distinct stages, namely: (1) the emergence of a need due to live streaming content recommendations, (2) interactive information search through the comment section, (3) evaluation of alternatives influenced by real-time product demonstrations, (4) purchase decisions based on careful consideration and rational judgment, and (5) post-purchase satisfaction dependent on the accuracy of information provided by the host.
Co-Authors Virdies Nur Cahya