Determinants of Buying Intention in the TikTok Application
1Amelia Agustina, 2Henny Medyawati, 3Muhamad Yunanto
1Student, Faculty of Economics, Universitas Gunadarma, Depok, West Java, Indonesia
2Post Graduate Directorate, Universitas Gunadarma, Depok, West Java, Indonesia
3Faculty of Economics, Universitas Gunadarma, Depok, West Java, Indonesia
https://doi.org/10.47191/jefms/v8-i3-31
ABSTRACT:
The fierce business competition on TikTok requires sellers to carry out promotional strategies that can attract consumer buying interest in their products. This study was conducted to analyze the effect of live streaming, price perception, and customer reviews on buying intention in the TikTok application. In addition, this study also analyzes which variable has the most influence on buying intention in the TikTok application. The analysis method in this study uses the SmartPLS - SEM method (Partial Least Square - Structural Equation Modeling) with the analytical tools used, namely: validity test, reliability test, R-Square test, predictive relevance, and path coefficient test. The data used in this study are primary data obtained from distributing questionnaires to 100 respondents. The sampling method in this study is non probability sampling with purposive sampling technique. The results showed that the live streaming had no effect on buying intention, while price perceptions and customer reviews had an effect on buying intention.
KEYWORDS:
buying intention, customer review, live streaming, price perception
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