PENGARUH LIVE STREAMING TIKTOK TERHADAP KEPERCAYAAN KONSUMEN PRODUK JIMS HONEY DI SURABAYA DAN DAMPAKNYA PADA KEPUTUSAN PEMBELIAN
Abstract
This study aims to analyze the effect of Live Streaming TikTok on consumer trust, to analyze consumer trust in purchasing decisions, and to analyze the effect of TikTo Live Streaming on purchasing decisions both directly and indirectly through Jims Honey consumer trust in Surabaya. Various studies have been conducted that social media is an effective marketing place to influence consumer purchasing decisions. Business competition in the current era is very tight, business people are starting to keep abreast of the times and trends in social media. Live Streaming is a good marketing model for selling products while interacting with buyers, with this feature direct consumers in real time. This research was conducted on 102 respondents who had participated in and made purchase decisions via TikTok Live Streaming. This type of research was conducted using explanatory research, with quantitative methods. Furthermore, the data was analyzed using Path Analysis Techniques or path analysis to determine the direct and indirect effects of the variables studied. The results of this study prove that of the four hypotheses found that Live Streaming has an influence on purchasing decisions and has a positive impact on purchasing decisions. As for the amount of direct influence between Live Streaming on purchasing decisions, it is equal to 33.7%, while the indirect effect between Live Streaming TikTok on consumer trust with a magnitude of influence of 0.091 means that the direct effect is greater than the contribution of indirect influence.
Keywords: Effect of Live Streaming TikTok, Consumer Trust, Purchase Decision.
References
Dubelman, S., Ayden, B. R., Bader, B. M., Brown, C. R., Jiang, C., & Vlachos, D. (n.d.). Cry1Ab Protein Does Not Persist in Soil After 3 Years of Sustained Bt Corn Use. https://academic.oup.com/ee/article/34/4/915/78691 0
D. K., & Andhini, A. (2017). Pengaruh Transaksi Online Shopping Khuzaini Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya.
Dwi, R., Srikandi, A., & Yulianto, K. E. (2015). Pengaruh Green Marketing Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian (Survei Pada Konsumen Non-Member Tupperware Di Kota Malang). In Jurnal Administrasi Bisnis (JAB)|Vol (Vol. 22, Issue 2).
Febriansyah, R. Y., Sidiq, F., & Prabowo, A. (2023). Studi pada UMKM Binaan Dinas Koperasi dan Usaha Kecil Jawa Barat Tahun 2021 Sektor Kuliner. Jurnal Manajemen Pemasaran, 17(1), 1–10. https://doi.org/10.9744/pemasaran.17.1.1-10
Ginanjar Saputra, G., Ekonomi dan Bisnis, F., Studi, P. D., Pemasaran, M., Sultan Ageng Tirtayasa, U., Jl Raya Palka, B., Cipocok Jaya, K., & Serang, K. (2022). Pengaruh Live Streaming Shopping Instagram Terhadap Kepercayaan Konsumen Online dan Dampaknya pada Keputusan Pembelian. Investasi Dan Syariah (EKUITAS), 4(2), 452.https://doi.org/10.47065/ekuitas.v4i2.2353
Laosuraphon, N., Nuangjamnong, C., & Au-Hiu E, /. (2022). Factors affecting customer satisfaction, trust, and repurchase intention towards online streaming Shopping in Bangkok, Thailand A Case Study of Facebook Streaming Platform. In Journal (Vol. 2, Issue 2). http://Creativecommons.org/licenses/by-nc/4.0/
Lăzăroiu, G., Neguriţă, O., Grecu, I., Grecu, G., & Mitran, P.A (2020). Consumers’ Decision-Making Process on Social Commerce Platforms: Online Trust, Perceived Risk, and Purchase Intentions. In Frontiers in Psychology (Vol. 11). Frontiers Media S.A. https://doi.org/10.3389/fpsyg.2020.00890
Lim, J. S., Choe, M. J.,Zhang, J., & Noh, G. Y. (2020). The role of wishful identification, emotional engagement, and parasocial relationships in repeated viewing of live- streaming games: A social cognitive theory perspective. Computers in Human Behavior, 108. https://doi.org/10.1016/j.chb.2020.106327
Lü, Y., Zhang, L., Feng, X., Zeng, Y., Fu, B., Yao, X., Li, J., & Wu, B. (2015). Recent ecological transitions in China: Greening, browning, and influential factors. Scientific Reports, 5. https://doi.org/10.1038/srep08732
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). Academy ol Management Review (Vol. 20, Issue 3).
Moorman, C., Deshpande, R., & Zaltman, G. (n.d.). Factors Affecting Trust in Market Research Relationships.
Morgan, R. M., & Hunt, S. D. (n.d.). The Commitment-Trust Theory of Relationship Marketing.
Natalia, L., Ekonomi, F., Manajemen, J., & Skripsi, J. (n.d.). Analisis Faktor Persepsi Yang Memengaruhi Minat Konsumen Untuk Berbelanja Pada Giant Hypermarket Bekasi
Rasty, F., Mirghafoori, S. H., Saeida Ardekani, S., & Ajdari, P. (2021). Trust barriers to online Shopping: Investigating and prioritizing trust barriers in an intuitionistic fuzzy environment. International Journal of Consumer Studies, 45(5), 1030–1046. https://doi.org/10.1111/ijcs.12629
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. In Journal of Marketing (Vol. 66).
Soesilo, P. K. M., Gunadi, W., & Arimbi, I. R. (2020). The effect of endorser and corporate credibility on perceived risk and consumer confidence: The case of technologically complex products. Journal of Marketing Communications, 26(5), 528–548.
https://doi.org/10.1080/13527266.2018.1545245
Song, C. ;, & Liu, Y.-L. (n.d.). Standard-Nutzungsbedingungen. http://hdl.handle.net/10419/238054
Tammy Lin, J. H., Bowman, N., Lin, S. F., & Chen, Y. S. (2019). Setting the digital stage: Defining game streaming as an entertainment experience. Entertainment Computing, 31. https://doi.org/10.1016/j.entcom.2019.100309
Wang, Y. D., & Emurian, H. H. (2005). An overview of online trust: Concepts, elements, and implications. Computers in Human Behavior, 21(1), 105–125. https://doi.org/10.1016/j.chb.2003.11.008
Wongkitrungrueng, A., & Assarut, N. (2020). The role of Live Streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Yulianto, V. E., & Latief, W.A. (2014). Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Pada Toko Fashion Di Jejaring Sosial Facebook (Survei pada Konsumen Toko Fashion di Jejaring Sosial Facebook yang berlokasi di Indonesia). In Jurnal Administrasi Bisnis (JAB)|Vol (Vol. 10, Issue 1).
Copyright (c) 2023 Avelia Farera Gabrile Diarya, Veni Rafida
This work is licensed under a Creative Commons Attribution-NonCommercial 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 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Jurnal Pendidikan Tata Niaga (JPTN) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Abstract Views: 1433
PDF Downloads: 1239
