Pengaruh Live Streaming dan Influencer Marketing terhadap Minat Beli pada Pengguna TikTok Shop di Tangerang Selatan

The Influence of Live Streaming and Influencer Marketing on Buying Interest in TikTok Shop Users in South Tangerang

Abstract

The growth of TikTok Shop as a social commerce platform has encouraged businesses to utilize live streaming and influencer marketing to boost consumer purchase intention. However, not all live streaming and influencer marketing activities effectively drive purchase intention, as some live broadcasts lack interactivity and certain influencers are perceived as lacking credibility. This study aims to analyze the influence of live streaming and influencer marketing on the purchase intention of TikTok Shop users in South Tangerang. A quantitative research method was employed, involving the distribution of questionnaires to 100 respondents selected through purposive sampling. Data analysis was conducted using SPSS 29, encompassing validity tests, reliability tests, classical assumption tests, and hypothesis testing. The findings reveal that purchase intention is significantly and positively influenced by live streaming when analyzed individually. Purchase intention is also significantly and positively influenced by influencer marketing when analyzed individually. Furthermore, when analyzed simultaneously, purchase intention is significantly and positively influenced by both live streaming and influencer marketing. These findings indicate that TikTok Shop users in South Tangerang exhibit high purchase intention when live streaming and influencer marketing strategies are effectively implemented.