Efektivitas TikTok Live Streaming dalam Meningkatkan Keputusan Pembelian Konsumen Produk TUQUH Indonesia
DOI:
https://doi.org/10.33751/jpsik.v10i1.85Kata Kunci:
digital marketing, e-commerce, purchase decisions, TikTokAbstrak
The competitive advantage of local online shops is determined by the appropriateness of interactive marketing adoption. The Live Selling E-commerce trend integrates entertainment, personal interaction, and instant transactions into one social media platform ecosystem. This study aims to analyze the effectiveness of TikTok Live Streaming in influencing consumer purchasing decisions. The methodology used is quantitative causal-descriptive with a sample of 158 customers selected through purposive sampling technique. Instrument analysis was tested for validity and reliability, followed by classical assumption testing before the data was analyzed using simple linear regression in SPSS 25. There is a significant relationship between TikTok Live Streaming and the Purchase Decision of Tuquh Indonesia products. If the Sig. value is <0.05 then H₀ is rejected and H₁ is accepted. If the Sig. value is >0.05 then H₀ is accepted and H₁ is rejected. Based on the results of the Spearman test, a significance value of 0.000 <0.05 was obtained, so H₀ is rejected and H₁ is accepted. Thus, it can be concluded that there is a significant relationship between TikTok Live Streaming and the Purchase Decision of TUQUH Indonesia products.
Referensi
Abidin, M. (2021). Urgensi Komunikasi Model Stimulus Organism Response (S- O-R) Dalam Meningkatkan Kualitas Pembelajaran. al-Iltizam: Jurnal Pendidikan Agama Islam, 6(2): 74–90.
Cahyono, A. S. (2016). Pengaruh media sosial terhadap perubahan sosial masyarakat di Indonesia. Jurnal Publiciana, 9(1), 140–157.
Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293–303.
Damelson. (2023). Pemanfaatan aplikasi TikTok sebagai media promosi digital. Jurnal Komunikasi Digital, 5(2), 112–123.
Faradiba, S., & Syarifuddin. (2021). Pengaruh live streaming terhadap keputusan pembelian konsumen pada platform digital. Jurnal Manajemen Pemasaran, 8(2), 45–57.
Firdiya Amiyananda, D (2024). Analisis Indikator Keputusan Pembelian Konsumen dalam pemasaran digital. Jurnal Manajemen dan Bisnis, 12(1), 55–67.
Mustofa, I, Priyadharma, Subekti Wirabhuana, Rahmawan, Detta. (2025) Penggunaan Fear Appeal dan Call to Action dalam Edukasi Fast Fashion oleh Akun TikTok @dosen_fashyun,. Jurnal Penelitian Sosial Ilmu Komunikasi,. Volume 9, Nomor 1, Juni 2025, hlm 11 - 20
Isdijanto, H. H. E. (2020). Penyampaian Pesan Melalui Media Internal Dalam Pemenuhan Informasi Karyawan PT. Kereta Api Indonesia. 18.
Jayus, A (2023). Faktor-faktor yang memengaruhi keputusan pembelian konsumen pada platform digital. Jurnal Ekonomi dan Bisnis, 10(2), 78–89.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Prahara. (2023). Komunikasi pemasaran digital sebagai strategi pemasaran di era teknologi informasi. Jurnal Ilmu Komunikasi, 11(2), 89–101.
Rosdiana, (2023). Penerapan strategi perubahan perilaku. Penerbit Akademika.
Sugiyono. (2020). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Ummah, N. (2019). Komunikasi dan perubahan perilaku dalam perspektif teori S-O-R. Deepublish.
Yudha, A. T., & Rahma, A. N. D. (2023). Pengaruh Penggunaan New Media Terhadap Citra Merek Dan Minat Beli Pelanggan Pada E-Commmerce “Tokopedia” Di Kota Medan. SENTRI: Jurnal Riset Ilmiah, 2(3), 861–876. https://doi.org/10.55681/sentri.v2i3.682
Yuliasari I, Mbooh, Nuraidah. (2025). Strategi Komunikasi Akun Instagram @Rahasiagadis dalam Pemberdayaan Perempuan Muda: Analisis Uses and Gratifications dan Model RACE. Bogor. Jurnal Penelitian Sosial Ilmu Komunikasi. Volume 9, Nomor 2, Desember 2025, hlm 107-115 https://doi.org/10.33751/jpsik.v9i2.33
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Jurnal Penelitian Sosial Ilmu Komunikasi
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
