PENGARUH TIKTOK LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN PRODUK (Studi Pengguna Erigo Live Shopping di Akun Media Sosial TikTok @erigo.store)

Abstract

The purpose of this research is to investigate the effect of TikTok LIVE on the decision to purchase Erigo products. Three independent variables used to investigate this effect are perceived credibility, perceived usefulness and perceived ease of use. This study uses a quantitative explanatory approach with the Partial Least Square (PLS) method. Data analysis in this study used a PLS test tool with SmartPLS 3.0 software and used primary data sources. The population in this study were all viewers when the Erigo Live Shopping show was in progress. The data collection technique was carried out by distributing questionnaires using the accidental sampling method. Questionnaires that have been created via the Google form application are then distributed while the Erigo Live Shopping show is in progress by utilizing the TikTok LIVE chat feature. The results of the analysis show that perceived credibility (X₁) and perceived ease of use (X₃) have a positive and significant influence on the decision to purchase Erigo products (Y), while perceived usefulness (X₂) has a positive but not significant effect on purchasing decisions product Erigo (Y).