Factor Analysis of Interest in Buying Products on TikTok, Product Reviews, Live Streaming Selling and Discounts
Main Article Content
Abstract
With the emergence of TikTok as a leading platform for commercial activities, understanding the dynamics of consumer behavior in this context has become a necessity for businesses. By examining the interactions between these variables, this research aims to provide insight into the effectiveness of product reviews, live streaming selling, and discounts in shaping consumer interest in TikTok. The population in this study are residents in Solo Raya who own or are TikTok users, and the sample in this study was 300 respondents. This research uses multiple linear regression analysis to determine the factors that influence interest in purchasing products on TikTok, with a focus on product reviews, live streaming sales and discounts. The research results show that all independent variables have a positive and significant effect on buying interest
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261–277. https://doi.org/10.1037/h0076477
Akbar, A. R., Kalis, M. C. I., Afifah, N., Purmono, B. B., & Yakin, I. (2023). The Influence of Product Packaging Design and Online Customer Review on Brand Awareness and Their Impact on Online Purchase Intention. South Asian Research Journal of Business and Management, 5(1), 10–18. https://doi.org/10.36346/sarjbm.2023.v05i01.002
Aprilia, L., Desi, Y. P., & Purnomo, S. (2023). Pengaruh Konten Review dan Electronic Word Of Mouth Terhadap Minat Beli Mobil Listrik (Studi Kuantitatif Pada Channel Youtube Fitra Eri, Ridwan Hanif, dan Oto Driver). Jurnal Ilmiah Manajemen Informasi Dan Komunikasi, 7(1), 41–56. https://doi.org/10.56873/jimik.v7i1.258
Artana, I. P. W., Wisesa, I. G. B. S., Setiawan, I. K., Utami, N. L. P. M. P., Yasa, N. N. K., & Jatra, M. (2019). Pengaruh Store Atmosphere, Display Product, dan Price Discount Terhadap Impulse Buying (Studi Kasus pada Indomaret di Kota Denpasar). E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 8(4), 369–394.
Aryandini, H., & Oktafani, F. (2024). Pengaruh Diskon Dan Shopping Lifestyle Terhadap Impulse Buying Pada Tiktok Shop Live Shopping The Influence Of Discount And Shopping Lifestyle On Impulse Buying In Tiktok Shop Live Shopping. E-Proceeding of Management, 11(1), 960–970.
Assael, H. (2002). Consumer behavior and marketing action (4th Edition). PWS-Kent Publishing Company.
Asyraf, J. A., Melyanti, E. D., Turgarini, D., & Ningsih, C. (2022). Tren Live Streaming di Platform E-Commerce: Seni Berkomunikasi Dalam Memberi Efek Persuasif Pada Customer. JIP : Jurnal Inovasi Penelitian, 3(2), 4745–4750.
Businees Of Apps. (2024). TikTok Revenue and Usage Statistics (2024). https://www.businessofapps.com/data/tik-tok-statistics/
Dirnaeni, D., Handrijaningsih, L., Mariani, S., & Anisah. (2021). Persepsi Kemudahan, Customer Relationship Management dan Kualitas Layanan Terhadap Loyalitas Pelanggan E-Wallet Melalui Kepuasan. Ultima Management: Jurnal Ilmu Manajemen, 13(2), 287–303.
Fathurrohman, D., Nurlenawati, N., Triadinda, D., Ekonomi, F., Bisnis, D., Buana, U., & Karawang, P. (2023). The Influence of Live Streaming and Customer Rating on Purchasing Decisions For Kenan Hijab on Tiktok. Management Studies and Entrepreneurship Journal, 4(5), 6320–6334. http://journal.yrpipku.com/index.php/msej
Fitrotin, R. R., & Sudarwanto, T. (2021). Pengaruh Price Discount dan Bonus Pack Keputusan Pembelian Produk Near Expired Kecap Bango Yang di Mediasi Oleh Minat Beli (Studi Kasus Di Transmart Rungkut Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 9(3), 1492–1500.
Gemilang, W. C., & Laily, N. (2023). Pengaruh Rating dan Online Customer Review Terhadap Minat Beli Pada Lazada Melalui Trust Sebagai Variabel Intervening. Jurnal Ilmu Dan Riset Manajemen, 12(2), 1–17.
Hafizhoh, F. R., Gunaningrat, R., & Akhmad, K. A. (2023). Potongan Harga, Live Streaming, Dan Online Customer Review Terhadap Minat Beli Konsumen Pada Aplikasi Tiktok Shop. Jurnal Publikasi Sistem Informasi Dan Manajemen Bisnis, 2(3), 204–219. https://doi.org/10.55606/jupsim.v2i3.2023
Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58–67. https://doi.org/10.1016/j.chb.2018.02.013
Hu, M., & Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019–1041. https://doi.org/10.1108/INTR-03-2019-0082
Huda, S. (2021). Pengaruh Shopping Lifestyle dan Discount Terhadap Impulsive Buying Pada MarketPlace Lazada . Doctoral dissertation, Universitas Muhammadiyah Malang.
Kartika, E., & Gondohanindijo, J. (2020). Rancang Bangun Model Sentimen Analisis Review Product Pada Toko Online Menggunakan Naive Bayes. Seminar Nasional Hasil Penelitian Dan Pengabdian Kepada Masyarakat , 201–212.
Kevin, A., & Siagian, H. (2020). Pengaruh Online Product Review Dan Website Quality Terhadap Purchase Intention Ketika Melakukan Pembelian Online Di Tokopedia. Agora, 8(2). https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/10614/9436
Kotler, Philip, & Kelvin Lane Keller. (2009). Manajemen Pemasaran (Edisi 13 Jilid 1). Erlangga.
Laroche, M., & Howard, J. A. (1980). Nonlinear Relations in a Complex Model of Buyer Behavior. Journal of Consumer Research, 6(4), 377. https://doi.org/10.1086/208781
Long, Q., & Tefertiller, A. C. (2020). China’s New Mania for Live Streaming: Gender Differences in Motives and Uses of Social Live Streaming Services. International Journal of Human-Computer Interaction, 36(14), 1314–1324. https://doi.org/10.1080/10447318.2020.1746060
Munfarida, N. (2023). Review Product dan Content Marketing Produk Frozen Food di Aplikasi TikTok. Jurnal Investasi , 9(1), 1–7.
Nur Aziz, F., & Munandar, A. (2022). Hubungan & Pengaruh Antara Review Product Terhadap Keputusan Pembelian Produk Skincare di E-Commerce Shopee. Jurnal Rekayasa Industri Dan Mesin (ReTiMs), 3(2), 42–45.
Peter, P. J., & Jerry C. Olson. (2000). Customer Behavior and Marketing Strategy. McGraw-Hill Book Co.
Puspitasari, D. M., & Herdian, R. (2023). Pengaruh kualitas produk, diskon harga, dan promosi terhadap keputusan pembelian. Jurnal Ilmiah Akuntansi Dan Keuangan, 5(6), 2723–2730. https://journal.ikopin.ac.id/index.php/fairvalue
Rahmawaty, I., Sa’adah, L., & Musyafaah, L. (2023). Pengaruh Live Streaming Selling, Review Product, Dan Discount Terhadap Minat Beli Konsumen Pada E-Commerce Shopee. Jurnal Riset Entrepreneurship, 6(2), 80. https://doi.org/10.30587/jre.v6i2.5956
Saputra, F., Ali, H., & Mahaputra, M. R. (2023). Peran Ingredients, Influencer Review dan Live Streaming Marketing terhadap Minat Beli Konsumen pada Produk Skincare Varian Mugwort. Jurnal Komunikasi Dan Ilmu Sosial (JKIS), 1(3), 141–153. https://doi.org/10.38035/jkis.v1i3
Saputro, I. B. (2019). Pengaruh Price Discount dan Store Atmosphere Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Mediasi Pada Konsumen Ritel Minimarket Kota Yogyakarta. Jurnal Ilmu Manajemen, 16(1), 35–47. https://journal.uny.ac.id/index.php/jim/article/viewFile/25063/12141
Sari, D. M. F. P., & Mitafitrotin. (2020). Perceived Price, Product Design dan Online Customer Review Terhadap Purchase Intention Pada Produk Wardah di Marketplace Shopee Mall. Jurnal Ilmiah Manajemen Dan Bisnis, 5(1), 81–88. http://journal.undiknas.ac.id/index.php/manajemen
Sarmis, N. (2020). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Kepercayaan Dan Minat Pembelian Konsumen Pada Desa Sialang Jaya. Jurnal Ilmiah Cano Ekonomos, 9(1), 81–84.
Sedana, Y. P., & Pratiwi, K. A. (2021). Pengaruh Citra Merek Dan Price Discount Terhadap Minat Beli Konsumen Di Tokopedia. Widya Amrita : Manajemen, Kewirausahaan Dan Pariwisata, 2(2), 585–592.
Suhyar, S. V., & Pratminingsih, A. (2023). The Influence of Live Streaming and Trust on Impulsive Buying in The Purchase Of Skintific Skincare Products Pengaruh Live Streaming dan Trust terhadap Impulsive Buying dalam Pembelian Produk Skincare Skintificid 2 *Corresponding Author. In Management Studies and Entrepreneurship Journal (Vol. 4, Issue 2). http://journal.yrpipku.com/index.php/msej