PENGARUH LIVE STREAMING, ONLINE REVIEW CUSTOMER DAN INFLUENCER MARKETING TERHADAP MINAT BELI PADA APLIKASI TIKTOK SHOP (Studi Pada Mahasiswa Universitas Islam Darul Ulum Lamongan): PENGARUH LIVE STREAMING, ONLINE REVIEW CUSTOMER DAN INFLUENCER MARKETING TERHADAP MINAT BELI PADA APLIKASI TIKTOK SHOP (Studi Pada Mahasiswa Universitas Islam Darul Ulum Lamongan)

Ariefah Sundari; MUH. NUR ALI KHOIRUN NASIKHIN

doi:10.53416/arimbi.v4i2.297

Authors

Ariefah Sundari universitas islam darul ulum
MUH. NUR ALI KHOIRUN NASIKHIN universitas islam darul ulum

DOI:

https://doi.org/10.53416/arimbi.v4i2.297

Keywords:

Live Streaming, Online Review Customer, Influencer Marketing, Purchase Interest

Abstract

This research aims to determine the influence of live streaming, online customer reviews and influencer marketing on consumer buying interest in the TikTok Shop application. This research was conducted at the Darul Ulum Lamongan Islamic University involving 98 students as respondents. This research uses the Purposive Sampling method. The research was carried out with partial tests and simultaneous tests using SPSS 26. The results of the coefficient of determination test based on the R Square value show that live streaming, online customer reviews and influencer marketing on consumer buying interest are 42.6%.From the analysis results obtained, the partial test results of the live streaming variable have a positive and significant influence on consumer buying interest with tcount (3.212) > ttable (1,984) with sig 0.002 < 0, 05. The online customer review variable has no effect on consumer buying interest with tcount (1.023) < t table (1,984) with sig 0.309 > 0.05. The influencer marketing variable has a positive and significant influence on consumer buying interest with tcount (4.704) > ttable (1,984) with sig 0.000 < 0.05. Based on the simultaneous F test, it can be seen that Fcount (23.507) > Ftable (2.70). It can be stated that simultaneously live streaming, online customer reviews and influencer marketing influence consumer buying interest.

References

Abu Ali, A.& Mostapha, N. (2021). The Role Of Country Of Origin, Perceived Value, Trust, And Influencer marketing In Determining Purchase Intention In Social Commerce. Bau Journal - Society, Culture and Human Behavior, 2(2). https://doi.org/10.54729/2789-8296.1051.

Akfinniha, R., & Sari, D. K. (2022). pengaruh brand ambassador, viral marketing dan online customer review terhadap keputusan pembelian pada marketplace shopee.id di sidoarjo.

Faradiba, B., & Syarifuddin, M. (2021). Pengaruh Live streaming Video Promotion Dan Electronic Word Of Mouth Terhadap Buying Purchasing (Vol. 4, Nomor 1).

Fitri, T. A., & Syaefulloh, S. (2023). Pengaruh Influencer marketing Dan Viral Marketing Terhadap Purchase Intention Melalui Online Customer Review pada Fashion Terkini di Tiktok Shop. Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan, 17(6), 3946. https://doi.org/10.35931/aq.v17i6.2821.

Japarianto, E., & Adelia, S. (2020). Pengaruh Tampilan Web Dan Harga Terhadap Minat Beli Dengan Kepercayaan Sebagai Intervening Variable Pada E-commerce Shopee. Jurnal Manajemen Pemasaran. https://doi.org/10.9744/pemasaran.14.1.35─43.

Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh Influencer marketing Terhadap Keputusan Pembelian (Studi Pada Elzatta Hijab Garut).

Musnaini, Suherman, & Wijoyo, H. (2020). Digital Marketing.

Rahmayanti, S., & Dermawan, R. (2023). Pengaruh Live Streaming, Content Marketing, dan Online Customer Review Terhadap Keputusan Pembelian pada TikTok Shop di Surabaya. SEIKO : Journal of Management & Business, 6(1), 337–344. https://doi.org/10.37531/sejaman.v6i1.2451.

Wang, Y. E., Zurich, E., & Wattenhofer, R. (2022). How Live streaming Changes Shopping Decisions in E-commerce: A Study of Live streaming Commerce. https://tech.sina.com.cn/roll/2020-04-20/doc-iirczymi7285085.shtml.

Yunita, D., Nazaruddin, A., & Nailis, W. (2019). Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention.