Pengaruh Live Streaming dan Program Affiliate terhadap Keputusan Pembelian pada Pengguna TikTok Shop

The Influence of Live Streaming and Affiliate Programs on Purchase Decisions on TikTok Shop Users

Abstract

Development social commerce TikTok Shop has become a widely used platform for online shopping. Various digital marketing strategies have been implemented to improve consumer purchasing decisions, including features like live streaming and programs affiliate. This study aims to determine the influence of live streaming and programs affiliate on purchasing decisions among TikTok Shop users. The research method used was a quantitative method by distributing questionnaires to 100 TikTok Shop user respondents and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination with the help of the SPSS program. The results showed that partially live streaming has a positive and significant effect on purchasing decisions with a calculated t value of 4.668 and a significance value of 0.000. The program affiliate also has a positive and significant influence on purchasing decisions with a t-value of 5.450 and a significance value of 0.000. In addition, simultaneously live streaming and programs affiliate has a positive and significant effect on purchasing decisions of TikTok Shop users with a calculated F value of 97.534 and a significance value of 0.000.