Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 5 No. 2 (2025): Multidiciplinary Output Research For Actual and International Issue

THE INFLUENCE OF PERSUASIVE COMMUNICATION OF TIKTOK SHOP LIVE SHOPPING BRAND AMBASSADOR GLAD2GLOW ON BUYING INTEREST

Oktavia Sri Wahyuni (Unknown)
Danang Trijayanto (Unknown)

Article Info

Publish Date
09 Aug 2025

Abstract

The purpose of this study is to analyze how consumers' interest in buying Glad2Glow skincare products is influenced by brand ambassadors and persuasive communication strategies used in TikTok live shopping. This study uses a quantitative methodology by surveying 100 active TikTok users in Papanggo Village, North Jakarta, aged 17 to 34 years. Each item in the research instrument is valid and reliable, according to the results of the validity and reliability test. Persuasive communication strategies, brand ambassadors and buying interest are strongly and significantly correlated, according to Pearson's correlation research. Both independent factors significantly influence buying interest, according to multiple linear regression analysis, with persuasive communication strategies having the greatest influence.

Copyrights © 2025




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Website

Abbrev

MORFAI

Publisher

CV. RADJA PUBLIKA

Subject

Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

Description

MORFAI This journal will publish research articles or studies that are multidisciplinary in nature, including: education, law, health, agriculture, engineering, energy, technology, and social science. This journal is dedicated to explore and socialize many creative and innovative thought who focus ...