Formosa Journal of Applied Sciences (FJAS)
Vol. 2 No. 12 (2023): December 2023

The Effect of Tik Tok Live Streaming in Increasing Consumer Trust and Purchasing Decisions

Elvi Susanti (Unknown)
Suhroji Adha (Unknown)

Article Info

Publish Date
15 Dec 2023

Abstract

In the currently developing digital era, the use of live streaming on the TikTok platform is becoming an increasingly popular marketing strategy. This research aims to determine the relationship between TikTok live streaming and increasing consumer trust and purchasing decisions. By utilizing a literature review as a research method, this research aims to explore information from previous research involving TikTok live streaming, consumer trust, and purchasing decisions. Previous research results show that TikTok live streaming plays an important role in shaping consumer trust through content authenticity and direct interaction. Product details displayed during live streaming and the quality of the streamer's presentation can influence purchasing decisions. TikTok Live Streaming is considered effective as a promotional medium that can build trust and increase consumer purchasing decisions.

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Journal Info
Formosa Journal of Applied Sciences (FJAS)
Website

Abbrev

fjas

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Control & Systems Engineering Decision Sciences, Operations Research & Management Education Engineering Social Sciences

Description

Formosa Journal of Applied Sciences (FJAS) seeks to propose and disseminate the knowledge by publishing original research findings and novelties, review articles and short communications in the wide spectrum of applied sciences. Scope of the journal includes: Biology, chemistry, physics, ...