PENGARUH CONTENT LIVE STREAMING DAN CELEBRITY ENDORSEMENT TERHADAP MINAT BELI KONSUMEN TIKTOK SHOP
DOI:
https://doi.org/10.26740/jptn.v14n3.p264-272Kata Kunci:
Celebrity Endorsement, Konten Live Streaming, Minat Beli, Tiktok ShopAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh content live streaming dan celebrity endorsement terhadap minat beli konsumen pada Tiktok Shop. Metode penelitian menggunakan pendekatan kuantitatif dengansurvei kepada 100 responden mahasiswa di Surabaya yang dipilih menggunakan purposive sampling. Data dianalisis dengan Teknik Partial Least Square-Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak smartPLS. Hasil penelitian menunjukan bahwa content live streaming dan celebrity endorsement berpengaruh positif dan signifikan terhadap minat beli konsumen Tiktok Shop. Sehingga secara simultan, kedua variable tersebut memberikan dampak yang kuat dalam menciptakan promosi yang efektif.
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