Journal of Humanities and Social Studies
Vol 9, No 2 (2025): Journal of Humanities and Social Studies

The Effect Of Live Streaming, Brand Image, And Product Quality On Purchasing Decisions On The Tiktok Platform Bromen Products In Surabaya

Maghfiroh, Mutiara Lailatul (Unknown)
Pudjoprastiono, Hery (Unknown)

Article Info

Publish Date
01 Sep 2025

Abstract

The development of live streaming activities on e-commerce platforms has changed the way consumers make purchasing decisions. This study aims to analyze the effect of live streaming, brand image, and product quality on purchasing decisions on Bromen products in Surabaya. This study used a quantitative approach by distributing questionnaires to 105 respondents and analyzing them using the Partial Least Square (PLS) method. The results showed that live streaming and product quality had a positive and significant effect on purchasing decisions, while brand image had no significant effect. This finding indicates that aspects of live interactivity and product quality are more decisive than perceptions of brand image in shaping purchasing decisions in the digital era.

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Journal Info
Journal of Humanities and Social Studies
Website

Abbrev

jhss

Publisher

Universitas Pakuan

Subject

Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

Description

Journal of Humanities and Social Studies is an academic journal that publishes scientific papers in the field of humanities and social studies. This journal is published two times a year (March and September) by Lembaga Penelitian dan Pengabdian Pada Masyarakat, Universitas Pakuan Bogor since 2017. ...