Pengaruh Live Streaming Shopping dan Ulasan Online terhadap Purchase Intention Produk Erigo di Kota Bandung pada Aplikasi Tiktok
Abstract
Abstract. This study aims to find out how live streaming shopping, online customer reviews and purchase intentions of Erigo products in the city of Bandung on the TikTok application, and how much live streaming shopping, online customer reviews have on purchase intentions partially and simultaneously. This research is a type of descriptive and verification research using quantitative research methods. The sampling technique used in this study was purposive sampling. The population in this study were consumers who had bought Erigo products in Bandung city using the TikTok application with a sample of 100 respondents. Data analysis used in this research is descriptive analysis using multiple linear regression analysis with hypothesis testing using t-test and f-test analysis. The results of this study show that live streaming shopping partially has a significant effect on purchase intention, online reviews partially have a significant effect on purchase intention, and live streaming shopping and online reviews simultaneously influence purchase intention..
Abstrak. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran live streaming shopping, ulasan online dan purchase intention produk Erigo di kota Bandung pada aplikasi TikTok, serta seberapa besar pengaruh live streaming shopping, ulasan online terhadap purchase intention secara parsial dan simultan. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan menggunakan metode penelitian kuantitatif, Teknik sampling yang digunakan dalam penelitian ini yaitu purposive sampling, populasi dalam penelitian ini adalah konsumen yang pernah membeli produk Erigo di kota Bandung pada aplikasi TikTok dengan sampel sebanyak 100 responden. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif menggunakan analisis regresi linier berganda dengan pengujian hipotesis menggunakan analisis uji-t dan uji-f. Hasil penelitian ini menunjukan live streaming shopping secara parsial berpengaruh signifikan terhadap purchase intention, ulasan online secara parsial berpengaruh signifikan terhadap purchase intention, Serta live streaming shopping dan ulasan online secara simultan berpengaruh terhadap purchase intention.
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