Pengaruh Live Streaming Shopping dan Komunikasi Persuasif terhadap Minat Beli Konsumen pada Platform Media Sosial
DOI:
https://doi.org/10.56244/manners.v8i2.1098Keywords:
Live Streaming Shopping, Persuasive Communication, Purchase InterestAbstract
The development of social media has encouraged the trend of direct shopping through Live Streaming Shopping. One strategy widely used by businesses is combining Live Streaming Shopping and persuasive communication to attract consumer purchase interest. This study aims to determine the influence of Live Streaming Shopping and persuasive communication on consumers' purchase interest on social media platforms, particularly TikTok. The research method used is quantitative with an associative approach and survey technique. Sample selection was carried out using non-probability sampling, specifically purposive sampling. Questionnaires were distributed to 96 respondents who had watched Tantrumshop Live Streaming Shopping. Data analysis was conducted using multiple linear regression. The results of the study indicate that both Live Streaming Shopping and persuasive communication have an influence on consumers' purchase intention on social media platforms, both partially and simultaneously.
Keywords: Live Streaming Shopping, Persuasive Communication, Purchase Interest
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