The Impact of Live Streaming and Influencer Marketing on Consumer Purchase Decisions on TikTok Shop
DOI:
https://doi.org/10.24090/mabsya.v7i1.13696Keywords:
Live Streaming, Influencer Marketing, Purchase decision, Tiktok ShopAbstract
The TikTok Shop platform is one example of how the advancement of digital technology has altered how consumers shop. Influencer marketing and live streaming are two increasingly common marketing techniques for drawing customers. The purpose of this study is to examine how TikTok Shop users' decisions to buy are impacted by live streaming and influencer marketing features. 95 respondents who regularly used TikTok Shop were surveyed as part of the quantitative research methodology. In addition to testing for normality, multicollinearity, heteroscedasticity, multiple linear regression analysis, F test, and T test to examine the relationships between variables, validity and reliability tests were performed to guarantee the quality of the data. The findings demonstrated that, with a regression coefficient value of 0.306 and a significant level of 0.000, the live streaming feature significantly influenced purchasing decisions. Influencer marketing, on the other hand, has a higher impact, as indicated by its regression coefficient value of 0.713 and significance level of 0.000. Also, the regression analysis revealed that, with an Adjusted R Square value of 0.852, both factors concurrently affected the choice to buy. Influencer marketing combined with live streaming features is therefore crucial for enhancing customer purchasing decisions. These findings illustrate that TikTok Shop’s success is not just about technology or features, but also about how influencing trust, community engagement, and live streaming create a unique, highly engaging shopping environment that drives both impulse and repeat purchases across generations. This study investigates the impact of live streaming and influences marketing features on consumer purchase decisions on TikTok Shop can also be the alternative marketing media. Also, the results of this research show that the influence of live streaming promotions and influences can have a significant positive impact on a person's purchasing decisions on an e-commerce platform.References
Andriani, A., Hariasih, M., Sukmono, R. A., & Sidoarjo, M. (2024). Influencer Marketing, Personal Branding Image, And Affiliate Marketing Against Tiktok Shop Consumer Impulsive Buying Influencer Marketing, Citra Personal Branding, Dan Affiliate Marketing Terhadap Implusive Buying Konsumen Tiktok Shop.
Chakti, G. (2019). The Book of Digital Marketing: Buku Pemasaran Digital.
Charisa, D. I. (2023). Pengaruh Live Streaming, Kualitas Produk, Dan Citra Merek Terhadap Keputusan Pembelian Pada Toko Online Efabric.
Habibi, M. W., & Munawar, F. (2025). Impact of Digital Influencer, Live Streaming Shopping, and Social Media Marketing on Purchase Intention with Customer Engagement as a Mediation Variable (Study Case at PT. ABC). DOI: 10.38035/dijemss.v6i3
Hair, J. F. (2019). Multivariate Data Analysis.
Jermsittiparsert, K. (2024). Business Sustainability Practices in Society 5.0. Retrieved from https://books.google.co.id/books/about/Business_Sustainability_Practices_in_Soc.html?id=yn3x0AEACAAJ&redir_esc=y
Kamilla, F. W., & Mariana, R. F. A. (2024). Pengaruh Live Streaming Shopping dan Online Customer Review Terhadap Keputusan Pembelian dengan E-Trust Sebagai Variabel Intervening pada Aplikasi Tiktok (Studi Kasus pada Mahasiswa Pengguna TikTok di Universitas Widyatama). DOI: 10.38035/jmpis
Kaufman, C. H. M. S. I. (2023). Digital Marketing Integrating Strategy, Sustainability, and Purpose. Retrieved from https://doi.org/10.4324/9781351019187
Khoiri, M. J. (2022). Pengaruh Iklan, Kualitas Produk dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Konsumen Pada Toko Online di Tiktok. Retrieved from https://databoks.katadata.co.id,
KrASIA Connection. (2023). TikTok Shop’s GMV soared in 2023, putting Shopee and Lazada on edge. Retrieved from https://kr-asia.com/tiktok-shops-gmv-soared-in-2023-putting-shopee-and-lazada-on-edge
Mahardini, S., Singal, G. V., Hidayat, M., Tinggi, S., & Yai, I. E. (2023). Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tik-Tok Di Wilayah Dki Jakarta. Retrieved From Http://Journals.Upi-Yai.Ac.Id/Index.Php/Ikraith-Ekonomika
Monicha, A., Sania, F., & Febriana, P. (2023). Live Streaming TikTok Meningkatkan Penjualan dan Keterlibatan Merek di Indonesia. In CONVERSE: Journal Communication Science (Issue 1).
Mulyono. (2022). Influencer Marketing Sebagai Strategi Pemasaran di Era Pandemi Covid-19. In Jurnal Web Informatika Teknologi (J-WIT (Vol. 7, Issue 2). Retrieved from https://dataindonesia.id
Pongratte, L. J., Liu, J., Putri, M. D. P. W., & Paulin, A. (2023). The Effect of Promotion via TikTok Live Streaming on Consumers’ Buying Interest in Clothing Products. Open Journal of Social Sciences, 11(04), 333–347. doi: 10.4236/jss.2023.114024
Pramuswari, I., Kristiawati, I., & Prastyorini, J. (2024). Belanja Produk Fashion Tiktokshop. In Jurnal Administrasi Bisnis (JUTRANIS) (Vol. 01, Issue 01).
Septiani, L. (2024). 80% Penjualan di TikTok Shop Indonesia. Retrieved from https://katadata.co.id/digital/e-commerce/669792c62d5f5/80-penjualan-di-tiktok-shop-indonesia-via-live-streaming
Shovmayanti, N.A. (2024). Generasi Digital: Mengasah Keterampilan Komunikasi di Era Teknologi. Retrieved from https://kubuku.id/detail/generasi-digital-mengasah-keterampilan-komunikasi-di-era-teknologi/101983
Sudaryo, Y. (2020). Digital Marketing dan Fintech di Indonesia. Retrieved from https://books.google.co.id/books?id=kpD5DwAAQBAJ
Tiktok. (2025). apa itu tiktok. Retrieved from Tiktok, “Apa itu TikTok Live?,” Tiktok, diakses 26 Januari 2025, https://support.tiktok.com/id/live-gifts-wallet/tiktok-live/what-is-tiktok-live.
Tonda, F., & Khan, M. A. (2024). Pengaruh Promosi dan Online Customer Reviews Terhadap Keputusan Pembelian Melalui Minat Beli (Literature Review Manajemen Pemasaran). doi: 10.38035/jmpd.v2i3
Yuarti1, Y. V., Purwati, T., Tima, E. M., & Rakhmadian, M. (2024). Pengaruh Live streaming TikTok Shop Terhadap Kepercayaan Konsumen dan Keputusan Beli Konsumen. DOI: 10.33503/prosiding.v1i01
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Deo Andreanto, Muhammad Reihan Maulana, Misbak
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms: Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
