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All Journal Santri : Jurnal Ekonomi dan Keuangan Islam
Raniati Tepu
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Penggunaan Fitur Live Streaming terhadap Keputusan Pembelian Konsumen pada Aplikasi TikTok: pada Mahasiswa Ekonomi Syariah STAI Sangatta Raniati Tepu; Imrona Hayati; Ajis Supangat
SANTRI : Jurnal Ekonomi dan Keuangan Islam Vol. 3 No. 4 (2025): Agustus : SANTRI : Jurnal Ekonomi dan Keuangan Islam
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/santri.v3i4.1796

Abstract

The TikTok application, which now offers the TikTok Shop feature, is one example of how significant changes in the digital commerce industry have been fueled by information technology advancements. This feature creates a real-time interactive experience by enabling customers to shop directly through live broadcasting. The purpose of this study is to examine how using the live streaming feature affects purchasing decisions, particularly for students at STAI Sangatta. 64 students enrolled in STAI Sangatta's Islamic Economics Study Program were given a questionnaire as part of this quantitative field study. Validity tests, reliability tests, t and f tests, simple linear regression, and classical assumptions were used to assess the data. The analysis's findings indicate that live broadcasting significantly influences consumers' decisions to buy. The resulting regression equation is Y = 10.166 - 0.742X. The hypothesis is supported since the t-value of 10.178 is greater than the t-table of 1.999 and has a significance level of 0.000 (p < 0.05). At 103.584, the F test is likewise significant. The influence of the live streaming variable is indicated by the coefficient of determination (R2) of 62.6%, whilst other elements not included in this research model influence 37.4%.
Co-Authors Ajis Supangat Imrona Hayati