DARI LIVE STREAMING KE KERANJANG BELANJA: PERAN MINAT BELI DALAM PROSES KEPUTUSAN KONSUMEN

Abstract

This study aims to determine the mediating role of purchase intention on the consumer behavior of live streaming viewers on TikTok. This study uses a quantitative approach with a purposive random sampling method consisting of 100 respondents who are active TikTok users who have purchased products through live streaming. The data collected was analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results showed that live streaming has a positive and significant effect on purchase intention. In addition, live streaming also has a positive and significant influence on consumer purchasing decisions. Purchase interest is proven to have a positive and significant effect on purchasing decisions, and acts as a partial mediation in the relationship between live streaming and purchasing decisions.