The Influence Of Tiktok Live Shopping Fashion On Product Purchasing Decisions

Akmal, Betarisma Raihan and , Dr. Laili Etika Rahmawati, S.Pd, M.Pd (2024) The Influence Of Tiktok Live Shopping Fashion On Product Purchasing Decisions. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study explores the influence of TikTok Live Shopping on purchasing decisions for fashion products. Focus on persuasive communication and consumer interaction on the TikTok platform as key factors in influencing purchasing decisions. The study used an explanatory quantitative approach with a simple random sampling method. Data were obtained from 100 respondents in Surakarta City. Data analysis was carried out with reliability tests and descriptive statistics. The results show a high level of reliability for the Persuasive Communication and Purchasing Decision variables. The study shows that Persuasive Communication in TikTok Live Shopping has a significant effect on purchasing decisions for fashion products. The reliability test results show a high Cronbach's Alpha value, confirming the reliability of the variables. It is concluded that TikTok Live Shopping Fashion has a significant positive effect on online fashion product purchasing decisions. The findings provide important insights for fashion businesses in understanding consumer behavior and designing effective marketing strategies on the TikTok platform. This research makes a valuable contribution in expanding the understanding of the role of TikTok Live Shopping in influencing product purchase decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	TikTok live, Persuasive Communication, purchasing decisions, SOR
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	BETARISMA RAIHAN AKMAL
Date Deposited:	14 Aug 2024 04:37
Last Modified:	14 Aug 2024 04:37
URI:	http://eprints.ums.ac.id/id/eprint/126844

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