PENGARUH CONTENT LIVE STREAMING DAN CELEBRITY ENDORSEMENT TERHADAP MINAT BELI KONSUMEN TIKTOK SHOP

Adelia Dwiyanti (Universitas Negeri Surabaya)
Raya Sulistyowati (Universitas Negeri Surabaya)

Jurnal Pendidikan Tata Niaga (JPTN)
Vol. 14 No. 3 (2026): (In Press)

This study aims to analyze the influence of live streaming content and celebrity endorsements on consumer purchase intentions on TikTok Shop. The research method used a quantitative approach with surveys conducted on 100 university students in Surabaya, selected using purposive sampling. The data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with smartPLS software. The results showed that live streaming content and celebrity endorsements have a positive and significant effect on consumer purchase intentions on TikTok Shop. So, together, these two variables have a strong impact in creating effective promotions..