PENGARUH LIVE STREAMING TIKTOK SHOP TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI KASUS PADA MAHASISWA ALMUSLIM)

THE INFLUENCE OF TIKTOK SHOP LIVE STREAMING ON CONSUMER PURCHASE DECISIONS (A CASE STUDY OF ALMUSLIM UNIVERSITY STUDENTS)

Abstract

Online business via live streaming (or live shopping) is a sales method that enables direct, real-time interaction between sellers and buyers on digital platforms such as TikTok, Shopee, or Instagram. This approach is highly effective for building consumer trust and driving rapid purchasing decisions. This study aims to analyze the direct impact of live streaming on TikTok Shop on consumer purchasing decisions. A case study was conducted focusing on millennials—specifically university students at Universitas Almuslim Bireuen—using a quantitative approach and simple linear regression analysis. Data were collected via a questionnaire using a 5-point Likert scale to capture respondent perceptions, necessitating validity and reliability testing. The analysis results indicate a positive and significant influence of live streaming on purchasing decisions, with a coefficient value of 0.396. Furthermore, correlation analysis reveals that 28.3% of the variation in purchasing decisions can be explained by the live streaming variable.