Published: 2024-06-01
Pengaruh Potongan Harga, Live Streaming, dan Online Customer Review terhadap Minat Beli Konsumen pada Aplikasi TiktokShop
DOI: 10.35870/jemsi.v10i3.2528
Abstract
Penelitian ini adalah untuk menguji berbagai jenis program penjual terhadap perilaku pembelian konsumen di aplikasi Tiktokshop. TikTok Shop adalah fitur perdagangan sosial di mana pengguna dan pembuat konten dapat mempromosikan dan mengiklankan produk. Namun, pada tahun 2023, TikTok Shop secara resmi ditutup sebagai akibat dari larangan jual beli di media sosial. Dengan menggunakan analisis linier berganda, penelitian ini menyelidiki pengaruh parsial dan simultan dari berbagai factor independen teradap minat beli pelanggan Tiktok Shop. Uji F dan T dilakukan untuk menguji dengan taraf kepercayaan 95% (α = 0,05). Dengan jumlah sampel seratus orang, penelitian ini fokus pada potongan harga, live streaming, dan online customer review sebagai factor yang mempengaruhi keinginan pembeli untuk membeli barang di Tiktok Shop. Hasilnya menunjukan bahwa potongan harga, Live Streaming, dan Online Customer Review masing-masing memiliki pengaruh parsial terhadap keinginan pembeli untuk membeli barang di TikTok Shop.
Keywords
Potongan Harga, Live Streaming, Online Customer Review, Minat Beli Konsumen
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 10 No. 3 (2024)
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Section: Articles
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Published: 2024-06-01
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License: CC BY 4.0
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Copyright: © 2024 Authors
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DOI: 10.35870/jemsi.v10i3.2528
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