Jurnal Ekonomi Bisnis Dan Industri (EBI)
Vol 6, No 1 (2024): Jurnal Ekonomi Bisnis dan Industri

LITERATURE REVIEW: SIARAN LANGSUNG TIKTOK TERHADAP KESADARAN MEREK, KEPERCAYAAN MEREK, DAN KEPUTUSAN PEMBELIAN

Yuningsih, Yuningsih (Unknown)
Lukita, Chandra (Unknown)
Pranata, Sudadi (Unknown)

Article Info

Publish Date
09 May 2024

Abstract

This research examines the influence of TikTok live streaming in the context of marketing and consumer behavior. It aims to provide deeper insights into how TikTok live streaming affects consumer behavior, including enhancing brand awareness, strengthening brand trust, and influencing purchase decisions. The method used in this research is qualitative research with a literature review approach. The results of the study indicate the importance of TikTok live streaming in the context of marketing and consumer behavior. Marketing strategies utilizing live streaming need to be tailored to the characteristics of the target market and the desired objectives. Creating brand awareness and generating engaging content on social media can enhance consumer trust and drive purchase decisions.Kata kunci: Interaktivitas, Kepercayaan merek, Keputusan pembelian, Kesadaran merek, Siaran Langsung TikTok

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Journal Info
Jurnal Ekonomi Bisnis Dan Industri (EBI)
Website

Abbrev

ebi

Publisher

Universitas Catur Insan Cendekia

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

Description

Jurnal Ekonomi Bisnis dan Industri (EBI) merupakan jurnal nasional yang diterbitkan oleh Fakultas Ekonomi Bisnis, Universitas Catur Insan Cendekia (UCIC). Jurnal ini memuat artikel hasil-hasil penelitian di bidang Ekonomi dan Bisnis. Jurnal ini dijadikan media informasi tentang karya ilmiah dibidang ...