Pengaruh Live Streaming TikTok Terhadap Keputusan Pembelian Produk Fashion (Studi Kasus Pada Mahasiswa Politeknik Negeri Bengkalis)
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Institusion
Politeknik Negeri Bengkalis
Author
Fatinajiha, Fatinajiha
Subject
574 Pemasaran
Datestamp
2024-08-21 14:46:29
Abstract :
This research aims to analyze the influence of TikTok live streaming on fashion product purchasing decisions (Case Study of Bengkalis State Polytechnic Students). This type of research is associative research. Data collection was in the form of a questionnaire via Google Form using the Non Probability Sampling sampling method, namely the Purposive Sampling technique. The sample was taken from 100 respondents, namely active students of the Bengkalis State Polytechnic and who had purchased fashion products on TikTok during live streaming. The results of the descriptive analysis of the Purchase Decision variable mean an average score of 4.30 and are included in the Very High class category. Meanwhile, the results of the descriptive analysis of the TikTok Live Streaming variable have an average mean score of 4.12 and are included in the High class category. From the results of the calculation of the significance test for the TikTok live streaming variable, it can be seen that t count is 10.700 > t table 1.966 with sig 0.000 < a = 0.05. Thus, it can be concluded that TikTok Live Streaming has a positive and significant effect on purchasing decisions for fashion products, so that the alternative hypothesis Ha is accepted and Ho is rejected. The correlation or relationship value (R) is 0.734 and the R square or what is known as the coefficient of determination (KD) is 0.539, which means that TikTok live streaming influences purchasing decisions by 53.9% and the rest is influenced by other variables not explained in this research.
This research aims to analyze the influence of TikTok live streaming on fashion product purchasing decisions (Case Study of Bengkalis State Polytechnic Students). This type of research is associative research. Data collection was in the form of a questionnaire via Google Form using the Non Probability Sampling sampling method, namely the Purposive Sampling technique. The sample was taken from 100 respondents, namely active students of the Bengkalis State Polytechnic and who had purchased fashion products on TikTok during live streaming. The results of the descriptive analysis of the Purchase Decision variable mean an average score of 4.30 and are included in the Very High class category. Meanwhile, the results of the descriptive analysis of the TikTok Live Streaming variable have an average mean score of 4.12 and are included in the High class category. From the results of the calculation of the significance test for the TikTok live streaming variable, it can be seen that t count is 10.700 > t table 1.966 with sig 0.000 < a = 0.05. Thus, it can be concluded that TikTok Live Streaming has a positive and significant effect on purchasing decisions for fashion products, so that the alternative hypothesis Ha is accepted and Ho is rejected. The correlation or relationship value (R) is 0.734 and the R square or what is known as the coefficient of determination (KD) is 0.539, which means that TikTok live streaming influences purchasing decisions by 53.9% and the rest is influenced by other variables not explained in this research.
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