Pengaruh Kualitas Konten Video dan Live Streaming Shopping terhadap Keputusan Pembelian Konsumen Tiktok Shop

Tutik Alawiyah; Sugiharto Sugiharto

doi:10.30640/jumma45.v5i2.8155

Pengaruh Kualitas Konten Video dan Live Streaming Shopping terhadap Keputusan Pembelian Konsumen Tiktok Shop

Authors

Tutik Alawiyah Universitas 45 Surabaya
Sugiharto Sugiharto Universitas 45 Surabaya

DOI:

https://doi.org/10.30640/jumma45.v5i2.8155

Keywords:

Consumer Behavior, Consumer Purchasing Decisions, Live Streaming Shopping, TikTok Shop, Video Content Quality

Abstract

This study aims to analyze the influence of video content quality and Live streaming Shopping on consumer purchasing decisions on Tiktok shop. This study employed a quantitative method with an associative approach. The population consisted of Tiktok shop consumers, with a sample of 100 respondents selected using purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the aid of SPSS software. The results indicate that video content quality has a positive and significant influence on consumer purchasing decisions. Furthermore, Live streaming Shopping was also found to have a positive and significant impact on purchasing decisions. Simultaneously, video content quality and Live streaming Shopping were proven to have a significant influence on consumer purchasing decisions on Tiktok shop. Based on these findings, it is recommended that sellers on Tiktok shop continue to improve the quality of visual content and product information, as well as optimize real-time interaction during Live streaming to boost consumer purchasing decisions.

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Published

2026-10-06

How to Cite

Tutik Alawiyah, & Sugiharto Sugiharto. (2026). Pengaruh Kualitas Konten Video dan Live Streaming Shopping terhadap Keputusan Pembelian Konsumen Tiktok Shop. Jurnal Mahasiswa Manajemen Dan Akuntansi, 5(2), 362–380. https://doi.org/10.30640/jumma45.v5i2.8155