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All Journal Jurnal Komunikasi & Media Digital
Maulyda, Shielfani Nur
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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THE EFFECT OF SCARCITY MESSAGES AND NETWORK SIZE ON PURCHASE INTENTION OF SKINCARE PRODUCTS IN TIKTOK LIVE STREAMING Maulyda, Shielfani Nur; Ahadi, Muhammad Nur
Jurnal Komunikasi & Media Digital Vol. 1 No. 2 (2023): Jurnal Komunikasi & Media Digital
Publisher : Program Studi Komunikasi Universitas Pertamina

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70611/jkmd.v1i2.17

Abstract

This research aims to determine the effect of Message Scarcity and Network Size in Tiktok Shop @somethincofficial, on Somethinc purchase intention among Generation Z. According to iPrice (2020), Somethinc, Skintific, and The Originote on tiktok live streaming, @somethincofficial has a significant presence in the Gen Z market, however with Somethinc having a 13% penetration rate among 18-24 year olds, which this figure is smaller than @skintific_id and @TheOriginote. In this research employed quantitative methods with purposive sampling techniques. The resulut found that the scarcity message variable has an influence on purchase intention with a significance of 0.000. Furthermore, the network size variable has an influence on purchase intention with a significance value of 0.000. And the independent variables (X1) and (X2) have an influence of 40.6% on the dependent variable (Y).    
Co-Authors Muhammad Nur Ahadi