PENGARUH LIVE SHOPPING, PROMOSI DAN DIGITAL INFLUENCER DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN PRODUK FASHION PADA TIKTOK SHOP DI KOTA TANGERANG (Studi Pada Gen Z)

Abstract

This study aims to analyze the influence of live shopping, promotion, and digital influencers on purchase decisions of fashion products on the TikTok Shop platform in Tangerang City. The research focuses on Generation Z as a consumer segment that actively utilizes live shopping features and digital promotional strategies in online shopping activities. This research employs a quantitative method with an associative approach. Data were collected through questionnaires distributed to respondents 157 who are TikTok Shop users in Tangerang City, selected using purposive sampling technique. The collected data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing through t-test (partial) and F-test (simultaneous) with the assistance of IBM SPSS version 29.  The results indicate that live shopping has a positive and significant effect on purchase decisions with a t-value of 3.623 and a significance value of 0.000 < 0.05. The promotion variable also shows a positive and significant effect on purchase decisions with a t-value of 2.432 and a significance value of 0.016 < 0.05. Furthermore, digital influencers have the most dominant influence on purchase decisions, indicated by a t-value of 7.215 and a significance value of 0.000 < 0.05. Simultaneously, the F-test result shows an F-value of 60.368, which is greater than the F-table value of 2.66, with a significance value of 0.000 < 0.05. This indicates that live shopping, promotion, and digital influencers collectively have a significant effect on purchase decisions.