The Importentance Of Streamer's Attractiveness, Influencer, And Online Customer Review In Purchasing Decision On TikTok Live

Rosiana, Adilla Salsabella Putri and , Liana Mangifera, S.E., M.M (2024) The Importentance Of Streamer's Attractiveness, Influencer, And Online Customer Review In Purchasing Decision On TikTok Live. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study focus on the influence of streamers' attractiveness and influencers on customers' purchasing decisions on TikTok live streaming through online customer reviews as the mediator. Data was collected through a questionnaires that distributed to active UMS and UNS students through Google Forms platform. In this research the data was processed and analizied with Smart PLS 3.0. The research results indicate that online customer reviews and streamer’s attractiveness have a significantly positive influence on purchasing decisions. In addition, the streamer's attractiveness and influencers supported influence online customer reviews. This study found that online customer reviews fully mediate the influence of influencers on purchasing decisions. Data analysis shows that the streamer's attractiveness in live advertising media is crucial to attract consumers. However, influencer does not supported on purchasing decision Additionally, selecting influencers with good credibility and in-depth knowledge of the products being promoted via TikTok Live is crucial.

Item Type:	Thesis (Skripsi)
Additional Information:	Artikel sudah di upload di SETH Conference Proceeding
Uncontrolled Keywords:	Streamer‘s attractiveness, Influencer, Online Customer Review, TikTok Live
Subjects:	H Social Sciences > HD Management, Business and Labor > Market Place/Business Online H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User:	ADILLA SALSABELLA PUTRI ROSIANA
Date Deposited:	18 Jan 2025 03:53
Last Modified:	18 Jan 2025 03:53
URI:	http://eprints.ums.ac.id/id/eprint/130083

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