<![CDATA[Perkembangan teknologi telah mengubah interaksi antara perusahaan dan konsumen, terutama melalui media sosial seperti TikTok yang menawarkan live streaming interaktif. Penelitian ini bertujuan untuk mengeksplorasi pengaruh TikTok Live terhadap keputusan pembelian konsumen di Jakarta. Pendekatan kuantitatif digunakan dengan data yang dikumpulkan melalui survei online dari 250 responden pengguna TikTok yang aktif mengikuti sesi TikTok Live dan melakukan pembelian. Pengujian hipotesis dilakukan dengan software statistik Smart PLS versi 3.0. Terdapat 7 hipotesis yang diajukan dalam penelitian ini, termasuk 2 hipotesis mediasi, dan seluruh hipotesis dinyatakan diterima secara statistik. Hasil penelitian menunjukkan bahwa TikTok Live memiliki pengaruh signifikan terhadap intensi membeli konsumen dalam TikTok Live. Terdapat mediasi parsial perceived enjoyment dan perceived utility dalam pengaruh perceived digital celebrity pada live stream shopping intention. Temuan ini memberikan wawasan berharga bagi perusahaan dalam merancang strategi pemasaran digital yang efektif. Integrasi TikTok Live sebagai bagian dari strategi pemasaran digital dapat meningkatkan intensi pembelian konsumen secara signifikan. Studi ini juga berkontribusi pada literatur pemasaran digital dengan memperluas pemahaman tentang pengaruh live streaming di media sosial terhadap perilaku konsumen. Implikasi praktis termasuk pengembangan konten TikTok Live yang menarik dan otentik, serta kolaborasi dengan influencer untuk meningkatkan intensi pembelian konsumen selama sesi live streaming. Technological advanvements have changed the interaction between companies and consumers, especially through social media such as TikTok which offers interactive live streaming. This study aims to explore the influence of TikTok Live on consumer purchasing decisions in Jakarta. The quantitative approach was used with data collected through an online survey of 250 TikTok user respondents who actively participated in TikTok Live sessions and made purchases. Hypothesis testing was carried out with Smart PLS statistical software version 3.0. There are 7 hypotheses proposed in this study, including 2 mediation hypotheses, and all hypotheses are statistically accepted. The results of the study show that TikTok Live has a significant influence on consumers' purchase intentions in TikTok Live. There is a partial mediation of perceived enjoyment and perceived utility in the influence of perceived digital celebrities on live stream shopping intention. These findings provide valuable insights for companies in designing effective digital marketing strategies. The integration of TikTok Live as part of a digital marketing strategy can significantly increase consumer purchase intention. The study also contributes to the digital marketing literature by broadening the understanding of the influence of live streaming on social media on consumer behavior. Practical implications include the development of engaging and authentic TikTok Live content, as well as collaborations with influencers to increase consumer purchase intent during live streaming sessions.]]>
