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All Journal Journal of Humanities and Social Studies
Pudjoprastiono, Hery
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Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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The Effect Of Live Streaming, Brand Image, And Product Quality On Purchasing Decisions On The Tiktok Platform Bromen Products In Surabaya Maghfiroh, Mutiara Lailatul; Pudjoprastiono, Hery
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 9, No 2 (2025): Journal of Humanities and Social Studies
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v9i2.12014

Abstract

The development of live streaming activities on e-commerce platforms has changed the way consumers make purchasing decisions. This study aims to analyze the effect of live streaming, brand image, and product quality on purchasing decisions on Bromen products in Surabaya. This study used a quantitative approach by distributing questionnaires to 105 respondents and analyzing them using the Partial Least Square (PLS) method. The results showed that live streaming and product quality had a positive and significant effect on purchasing decisions, while brand image had no significant effect. This finding indicates that aspects of live interactivity and product quality are more decisive than perceptions of brand image in shaping purchasing decisions in the digital era.
Co-Authors Maghfiroh, Mutiara Lailatul