TikTok live Streaming: The Role of Influencers in Shaping Consumer Purchase Decision
Article Sidebar
Main Article Content
Abstract
This study aims to determine the role of influencers in TikTok live streaming, promotion and trust in purchase urchase intention. The research method used in this research is descriptive quantitative. The sample in this study were 100 people. The sampling technique used is nonprobability sampling with saturated sampling. The approach used in this study was accidental sampling. The types of data used in this study are primary data and secondary data, where secondary data is used to strengthen the background of the problem. The measurement scale used is a questionnaire with a Likert scale of 1-5. The tests carried out in this study are validity and reliability tests, hypothesis testing, inner model, outer model and r square. The tool used to test the hypothesis is the Structural Equation Model (SEM) with the SPSS. The results of this study are that promotion and trust have a positive and significant effect on TikTok Live influencers in Yogyakarta, while promotion and trust have a positive effect on TikTok consumer buying interest, while the Influencer variable mediates the relationship between promotion and consumer buying interest TikTok Live in Yogyakarta.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Harita, H. T. S., Marpaung, N., & Siregar, O. M. (2022). Pengaruh Direct Marketing Dan Product Quality Terhadap Minat Beli Ulang pada Live Streaming Marketing Tiktok: (Studi pada pengguna aplikasi Tiktok di Kota Medan). Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital, 1(2), 171–184. https://doi.org/10.55047/jekombital.v1i2.309
Kniffin, K. M., & Palacio, D. (2018). Trash-Talking And Trolling. Human. Nature, 29(3), 353–369
Yip, Erica, Christ Van Staden and Steven Cahan. (2011). Corporate Social Responsibility Reporting and Earnings Management: The Role of PoliticalCosts. Australia: Australasian Accounting, Business and Finance Journal. Journal, 5(3), 17-34.
Ginanjar Wira Saputra, Kurniawati & Tiyana Eka Putri (2022) Pengaruh kualitas pelayanan pemandu museum terhadap kepuasan pengunjung di Museum Geologi Bandung. Fair Value : Jurnal Ilmiah Akuntansi dan Keuangan. Volume 4, Number 11, 2022
Kusuma, Suharnomo. (2015). Analisis Pengaruh Promosi, Word of Mouth, Dan Brand Awareness Terhadap Pembentukan Minat Beli Pada Coffee Groove Semarang. Journal of Management. Vol 4, No1, Hal1-10
Kotler dan Keller. (2013), Manajemen Pemasaran, Edisi 12. Jakarta : Erlangga.
Hariyanti, T. N & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Modern (Sebuah Studi Literatur). Jurnal EKSEKUTIF (Vol. 5, No. 1 Juni 2018: 141).
Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh Influencer Marketing Terhadap Keputusan Pembelian. PRISMAKOM, 18(1), 33–38.
Chen, Y., Yan, X., Fan., W. (2015). Examining the Effects of Decomposed. Perceived Risk on Consumer Online Shopping Behavior: a Field Study in China
Bianchi, Constanza, and Lynda Andrews. (2012). Risk, Trust, and Consumer Online Purchasing Behaviour: A Chilean Perspective. International Marketing Review 29(3):253–75
Clemons, T., Azar, D., et al. (2011). Risk Factors Associated with Incident Cataract and Cataract Surgery in the Age Related Eye Disease Study (AREDS). AREDS Report Number 32. National Institutes of Health.
Stevina, Elisabeth. (2015). Pengaruh brand identity terhadap purchase intention melalui trust di ud. Makin hasil Jember. Jurnal manajemen pemasaran petra, Vol. 3 No. 1, 1-8.
Durianto, Darmadi, dkk. (2013). Invasi Pasar Dengan Iklan Yang Efektif. Jakarta: Gramedia Pustaka Utama.
Ferdinand. (2016). Metode Penelitian Manajemen : Pedoman penelitian Untuk Skripsi, Tesis, Disertasi Ilmiah Manajemen. Semarang : Universitas Diponegoro
Kotler, Phillip, Bowen, J. ., & Makens, J. C. (2014). Marketing for Hospitality and Tourism (6th ed.). Pearson.
Lucas, D. B., & Britt, S. H., (2012). Measuring Advertising Effectiveness McGraw-. Hill, New York.
Senft, M. T. (2008). Cangirls: Celebrity dan community in the age of social networks New York,. USA: Peterlang Publishing.
Brown, D. & Fiorella, S. (2013). Influence Marketing: How to create, manage, and measure brand influencers in social media marketing. United States: Que Publishing
Hayes, & Nick. (2008). Influencer Marketing, Who Really Influence Your. Customers. UK: Elsevier Ltd
Backaler, J. (2018). Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business. USA: Palgrave Macmilan.
Lee, S. Y. (2014). Examining the factors that influence early adopters’ smartphone adoption: The case of college students. Telematics and Informatics, 31(2), 308-318
Huda, Nurul, Khamim, Hudori, dkk. (2017). Pemasaran Syariah: Teori dan. Aplikasi. Depok: Kencana
Lupiyoadi,R. (2013). Manajemen Pemasaran Jasa. Jakarta : Salemba Empat.
Basu Swastha. (2007). Manajemen Pemasaran. Edisi Kedelapan. Cetakan. Kedelapan. Jakarta: Penerbit Liberty.
Fandi, Tjiptono. (2014). Service, Quality & Satisfaction. Edisi 3. Yogyakarta: Penerbit Andi.
Alma, Buchari. (2014). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: CV Alfabeta.
Angipora, Marius P. (2002), Dasar-dasar Pemasaran. Jakarta: Raja Grafindo
Sumarwan, Ujang. 2011. Perilaku Konsumen: Teori dan Penerapannya dalam. Pemasaran. Bogor: Ghalia Indonesia.
Ba, S & Pavlou, P. A. (2002). Evidence of the Effect of Trust Building. Technology in Electronic Markets: Price Premiums and Buyer Behavior.
Mowen, John C. Dan Michael Minor. (2013). Perilaku Konsumen. Jilid 1, Edisi. Kelima. Jakarta: Erlangga.
Donni Juni. (2017). Perilaku Konsumen: Dalam Persaingan Bisnis Kontemporer. Bandung: CV. Alfabeta.
Asterina Widhiani (2018). Pengaruh Promosi, Kemudahan Penggunaan, Kepercayaan Konsumen Dan Kualitas Informasi Terhadap Minat Beli Di Situs Bukalapak (Pada Mahasiswa Universitas Diponegoro)
Rosiana, dkk (2021). Pengaruh Kualitas Produk, Kepercayaan dan Promosi Terhadap Minat Beli Mahasiswa pada Belanja Online Shopee
Ginanjar Ahmad Saifudin (2022). Pengaruh Promosi, Persepsi Harga, Dan Kepercayaan Terhadap Minat Beli Konsumen Shopee Saat Pandemi (Studi Kasus Pada Masyarakat Boja Kabupaten Kendal)
Fuadah, Zakiyatul (2021). Pengaruh Promosi, Persepsi Harga, Kepercayaan Dan Keragaman Produk Terhadap Minat Beli Konsumen Saat Pandemi Covid-19 (Studi Kasus pada Mahasiswa Pengguna Shopee di Universitas Muhammadiyah Magelang)
Ghina Aulia Rahma, dkk (2023). Analisis Pengaruh Daya Tarik Fisik Influencer pada Kepercayaan Masyarakat Terhadap Minat Pembelian Suatu Produk
Akhmad Faizal Al fandy (2023). Pengaruh Perceived Credibility, Trust, Perceived Expertise, Dan Perceived Congruence Terhadap Purchase Intention Dengan Attitude Toward The Influencer Sebagai Mediator (Studi Endorsement Tiara Pangestika Pada Produk Camani Basic Tahun 2022)
Edelman. (2019). Edelman Trust Barometer Global Report.https://www.edelman.com/sites/g/files/aatuss191/files/2019-02/2019_Edelman_Trust_Barometer_Global_Report.pdf
Brown, D., & Fiorella, S. (2013). Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing. United States of America: Que Publishing
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta
Wibisono, H., (2010), Panduan Laboratorium Andrologi – buku pertama, cetakan. 1,Bandung: PT Refika Aditama,
Narimawati, Umi. (2008). Metodologi Penelitian Kualitatif Dan Kuantitatif, Teori. Dan Aplikasi. Bandung: Agung Media
Sekaran, Uma. (2011). Metodologi Penelitian Untuk Bisnis. Jakarta: Salemba. Empat.
Arikunto, S. (2010). Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta
Ghozali, I. (2017). Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: Badan Penerbit UNDIP
Yusuf dan Miah Said. (2019). Konsep dan Strategi Pemasaran,. Makasar: CV Sah Media