Buying Interest in TikTok Shop: The Role of Live Streaming, Reviews, and Influencers

Muh. Nur Ali Khoirun Nasikhin; Ariefah Sundari; Ahmad Yani Syaikhuddin; Sekar Nining Tyas

doi:10.60090/kjm.v6i1.1238.50-64

Muh. Nur Ali Khoirun Nasikhin universitas islam darul ulum
Ariefah Sundari Universitas Islam Darul Ulum
Ahmad Yani Syaikhuddin Universitas Islam Darul Ulum
Sekar Nining Tyas Universitas Islam Darul Ulum

DOI: https://doi.org/10.60090/kjm.v6i1.1238.50-64

Abstract

This study aims to analyze the influence of live streaming, online customer reviews, and influencer marketing on consumer buying interest in the TikTok Shop application. The research was conducted at Darul Ulum Lamongan Islamic University using a quantitative approach, with a sample of 98 students selected through purposive sampling. Data were analyzed using partial and simultaneous tests with SPSS 26. The coefficient of determination test, based on the R Square value, revealed that live streaming, online customer reviews, and influencer marketing collectively influence consumer buying interest by 42.6%. The statistical analysis yielded the following findings: (1) live streaming, online customer reviews, and influencer marketing collectively impact consumer buying interest; (2) online customer reviews do not have a significant effect on consumer buying interest; (3) influencer marketing has a positive and significant influence on consumer buying interest; and (4) live streaming, online customer reviews, and influencer marketing, when considered together, significantly affect consumer buying interest. These findings highlight the critical role of influencer marketing and live streaming in shaping consumer behavior on the TikTok Shop platform, while online customer reviews appear to have a less significant impact.

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.

Akbar , MA, & Alam, SN (2020). E-Commerce Basic Theory in Digital Business. Our Writing Foundation.

Akfinniha, R., & Sari, D. K. (2022). The Influence of Brand Ambassadors, Viral Marketing, and Online Customer Reviews on Purchase Decisions on Online Shopping Applications in Sidoarjo Regency. Indonesian Journal of Law and Economics Review, 17, 10-21070.

Carundeng, S. S., Rantung, D. I., & Mandagi, D. W. (2024). Insights into Generation Z's Perception of Social Media Marketing's Effectiveness on Faith-Based Private School Branding. QALAMUNA: Jurnal Pendidikan, Sosial, dan Agama, 16(1), 467-482.

Ciu, E., & Wijayanti, C. A. (2024). The role of consumer ethnocentrism, perceived quality, perceived price, and perceived brand image on willingness to buy Erigo Clothing. Klabat Journal of Management, 5(1), 49-71.

Faradiba, B., & Syarifuddin, M. (2021). Covid-19: Pengaruh live streaming video promotion dan electronic Word of Mouth terhadap buying purchasing. Economos: Jurnal Ekonomi dan Bisnis, 4(1), 1-9.

Fitri, TA, & Syaefulloh, S. (2023). The influence of influencer marketing and viral marketing on purchase intention through online customer reviews on the latest fashion in Tiktok Shop. Al Qalam: Journal of Religious and Social Sciences , 17 (6), 3946. https://doi.org/10.35931/aq.v17i6.2821 .

Inaray, A. C. P., Soewignyo, F., Sumanti, E. R., & Mandagi, D. W. (2024). Exploring the nexus between service quality, patient satisfaction, and recommendation intentions in faith-based hospital settings. EKUITAS (Jurnal Ekonomi dan Keuangan), 8(3), 398-417.

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, 14(1), 35-43.

Komaling, F. S., & Taliwongso, I. (2023). Analisis pengaruh electronic word of mouth pada media sosial Tiktok terhadap citra merek dan minat beli pelanggan pada situs online Shopee. Klabat Journal of Management, 4(1), 78-89.

Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh influencer marketing terhadap keputusan pembelian (studi pada Elzatta Hijab Garut). Prismakom, 18(1), 33-38.

Mandagi, D. W., & Aseng, A. C. (2021). Millennials and Gen Z’s perception of social media marketing effectiveness on the festival’s branding: The mediating effect of brand gestalt. Asia-Pacific Social Science Review, 21(3), 9.

Mandagi, D. W., Pasuhuk, L. S., & Kainde, S. J. (2024). The Combined Effect of Brand Gestalt, Brand Awareness, and Brand Image on Ecotourism WOM Intention. Jurnal Akuntansi, Keuangan, dan Manajemen, 5(3), 161-175.

Marhareita, C., Kila, I. W., & Mandagi, D. (2022). Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 14 (1), 257-256.

Miranti, L., Cahya, B. T., Soetjipto, B. E., & Saputri, D. A. D. (2024). Predictors of purchase decision: The combined effects of business sustainability support and purchase intention. Klabat Journal of Management, 5(2), 114-128.

Musnaini, M., & Wijoyo, H. (2021). Impact of variety seeking, dan elektronic Word of Mouth of cosmetic brand switching brand switching di industri kosmetik Indonesia. Ekonam: Jurnal Ekonomi, Akuntansi & Manajemen, 3(1), 23-32.

Rahmayanti, S., & Dermawan, R. (2023). The influence of live streaming, content marketing, and online customer review on purchasing decisions at TikTok Shop in Surabaya. SEIKO: Journal of Management & Business , 6 (1), 337–344. https://doi.org/10.37531/sejaman.v6i1.2451.

Sijabat, L., Rantung, D. I., & Mandagi, D. W. (2022). The role of social media influencers in shaping customer brand engagement and brand perception. Jurnal Manajemen Bisnis, 9(2), 280-288.

Sondakh, D., Lumingkewas, V., Laoh, L. C., & Sandag, G. A. (2022). Pengaruh sosial media marketing terhadap penjualan usaha mikro kecil dan menengah (UMKM). Klabat Journal of Management, 3(1), 67-82.

Sundari , A., & Syaikhudin , AY (2021). Management retail (theory and strategy in business retail). Academia Publications

Walewangko, J. A., Mandagi, D. W., & Indrajit, I. (2024). Turning shoppers into buyers: How brand gestalt drives purchase intention. Studi Ilmu Manajemen dan Organisasi, 5(1), 77-90.

Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022). How live streaming changes shopping decisions in E-commerce: A study of live streaming commerce. Computer Supported Cooperative Work (CSCW), 31(4), 701-729.

Warbung, C. J. E., Wowor, M. C., Walean, R. H., & Mandagi, D. W. (2023). The impact of social media marketing on beauty clinic brand equity: the Case of Zap Manado. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(4), 8.

Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). ‘I see it, I want it, I buy it’: The role of social media marketing in shaping brand image and Gen’s intention to purchase local product. Society, 10(2), 351-369.

Wijaya, H., Andri, R. C., & Rachmawati, D. (2023). Analysis of digital marketing strategies on interest and enrollment decisions of prospective new students in private higher education institutions in Indonesia (a case study of Jakarta Global University). Klabat Journal of Management, 4(2), 147-162.

Yunita, D., Nazaruddin, A., & Nailis, W. (2019). Pengaruh Youtube advertising terhadap brand awareness dan purchase intention. Jurnal Manajemen Dan Kewirausahaan, 7(1), 36-46.