Pengaruh Live Streaming Dan Potongan Harga Terhadap Minat Beli Konsumen Pada Aplikasi Tiktok

The Effect of Live Streaming and Discounts on Consumer Buying Interest in the Tiktok Application

Abstract

The rapid development of social commerce requires businesses to understand the drivers of digital shopping adaptation behavior. This study aims to analyze the partial and simultaneous effects of Live Streaming and Price Discounts on Consumer Purchase Intention on the TikTok application in West Jakarta City. The research method used is quantitative associative with a sample of 100 TikTok users selected through a non-probability sampling technique. Data collection used questionnaires, while data analysis applied classical assumption tests, multiple linear regression, the coefficient of determination ( ), and t and F tests via SPSS. The partial results show that Live Streaming and Price Discounts each have a positive and significant effect on purchase intention. Simultaneously, both variables also have a significant effect, with an  value reaching 90.0%, while the remaining 10.0% is influenced by other variables outside the model. In conclusion, a strong integration between real-time interactive communication and financial incentives proves to be a crucial strategy in optimizing digital purchase decisions. These results are vital for businesses in designing effective shoppertainment strategies to capture the social commerce market.