Pengaruh Live Streaming dan Electronic Word of Mouth (E-Wom) terhadap Minat Beli pada Pengguna Tiktok Shop di Jakarta Timur

Abstract

This study aims to examine the influence of live streaming and E-WOM on purchase intention among TikTok Shop users in East Jakarta, both partially and simultaneously. This study uses a descriptive method with a quantitative approach. The sample consisted of 68 TikTok Shop users in East Jakarta selected through non-probability sampling using purposive sampling. Data were collected through observation and Likert-scale questionnaires, then analyzed using validity tests, reability, classical assumptions, t-test, F-test, coefficient of determination, and multiple linear regression with SPSS 20. The result showed that live streaming had a positive and significant effect on purchase intention. E-WOM also had a positive and significant effect on purchase intention. Simultaneouslu, live streaming and E-WOM had a positive and significant effect on purchase intention. The coefficient of determination shows that both variables explain 58% of the variation in purchase intention, while the remaining 42% is influenced by other factors outside the research model.