Pengaruh Live Streaming Shopping dan Short Video Marketing TikTok terhadap Minat Beli Produk Wardah pada Subscriber TikTok Shop (@WardahOfficial)

Andri Asoka S.R; Dhea Adinda; Amalia Sri Azzahra; Alfiana Diva Sabarudin

doi:10.30640/jmcbus.v4i4.7584

Authors

Andri Asoka S.R Universitas Nasional PASIM
Dhea Adinda Universitas Nasional PASIM
Amalia Sri Azzahra Universitas Nasional PASIM
Alfiana Diva Sabarudin Universitas Nasional PASIM

DOI:

https://doi.org/10.30640/jmcbus.v4i4.7584

Keywords:

Live-Streamed Shopping, Purchase Intent, Short Video Marketing, TikTok Shop, Wardah

Abstract

This study aims to analyze the influence of Live Streaming Shopping and TikTok Short Video Marketing on the Buying Interest of Wardah products in TikTok Shop subscribers @Wardahofficial. The development of social media, especially TikTok, has prompted companies to utilize various more interactive and engaging digital marketing strategies to increase consumer engagement and drive purchasing decisions. In this context, Live Streaming Shopping allows direct interaction between sellers and potential consumers, while Short Video Marketing is able to convey product information in a creative, concise, and easy-to-understand manner so that it has the potential to increase consumer buying interest. This study uses a quantitative approach with incidental sampling techniques on 100 respondents who are subscribers of TikTok Shop @Wardahofficial. Data were collected through questionnaire deployment using the Likert scale and analyzed using the SPSS program. Data analysis techniques include validity test, reliability test, multiple linear regression analysis, t test, F test, and determination coefficient (R²) to determine the magnitude of the influence of independent variables on dependent variables. The results of the study show that Live Streaming Shopping and Short Video Marketing TikTok partially or simultaneously have a positive and significant effect on the interest in buying Wardah products in TikTok Shop subscribers @Wardahofficial. These findings indicate that the implementation of interactive, informative, and engaging digital marketing strategies through live streaming features and short videos can increase consumer interest in products, strengthen trust, and encourage purchase intent. Therefore, Wardah is advised to continue to optimize the two digital marketing strategies to increase competitiveness and expand market reach on the TikTok platform.

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