Pengaruh Live streaming dan Online customer review Terhadap Keputusan Pembelian Pengguna Tiktok Shop

Abstract

TikTok Shop is a social media-based e-commerce platform that utilizes live streaming and online customer reviews as marketing strategies to influence consumer purchase decisions. The shift in shopping behavior from offline to online transactions, particularly among Generation Z, highlights the importance of examining the effectiveness of these features. This study aims to analyze the influence of live streaming and online customer reviews on the purchase decisions of Generation Z TikTok Shop users in Jatinangor District, both partially and simultaneously. The research employed a descriptive-verificative method with a quantitative approach. Data were collected through questionnaires distributed to 100 respondents and analyzed using multiple linear regression. The results indicate that live streaming and online customer reviews have a significant effect on purchase decisions, both partially and simultaneously. Live streaming is considered effective in delivering interactive and real-time product information, while online customer reviews serve as a credible source of information in building consumer trust.

Keyword: Live Streaming, Online Customer Review, Purchase Decision, Tiktok Shop, Generation Z.