THE INFLUENCE OF LIVE STREAMING SHOPPING BY INFLUENCERS ON PURCHASE DECISIONS AT TIKTOK SHOP (Survey on @louissescarlettfamily’s Live Streaming Shopper)
Abstract
Live streaming shopping is a new way to carry out marketing and sales by utilizing live streaming technology. This technology allows sellers or streamers to interact in real-time with their viewers. Utilizing the role of influencers in live streaming shopping is expected to have an impact on consumer trust in the products offered, resulting in increased transactions. This research aims to determine the influence of live streaming shopping by influencer Louisse Scarlett on purchasing decisions at the Tiktok Shop. By using a positivistic approach in the form of quantitative research, this research uses a causal associative method to reveal the causal relationship between live streaming shopping by influencers variables and purchasing decision variables. The population in this research are viewers who have made purchases on influencer Louisse Scarlett’s live streaming shopping. The sampling technique used accidental sampling by paying attention to several sample criteria. The number of samples in this research was 260 respondents. Data collection using survey techniques was done using a questionnaire in the form of a Google Form that was distributed online. The data validity test technique in this research was analyzed using the Pearson's Product Moment correlation equation. The reliability test in this study used the Cronbach Alpha coefficient equation. Based on the results of data analysis using Spearman's Rank Correlation Coefficient, a correlation coefficient value of 0.490 was obtained with a significance value of <0.001. It can be concluded that there is a significant influence from live streaming shopping by influencer Louisse Scarlett on purchase decisions at the Tiktok Shop. The most dominant indicator of the live streaming shopping variable by influencer Louisse Scarlett is information quality, while the most dominant indicator of the purchasing decision variable is purchase time.
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