PENGARUH IKLAN INFLUENCER DAN FITUR LIVE STREAMING TERHADAP MINAT BELI KONSUMEN BITTERSWEET BY NAJLA

Riska Dea Putri, Dhiwa Harum Setyawan, Rahmat Abdullah Putra, Husnul Khatimah

Abstract


In today's digital age, social media has become a popular platformfor promoting products and services. One of the increasinglypopular platforms is TikTok, which has become a favorite livestreaming platform for users around the world. On the other hand,influencer advertising has become one of the effective marketingstrategies to attract consumer attention. This research uses aquantitative approach with primary data obtained from distributingquestionnaires. The research scale used in the questionnaire is aLikert scale. The questionnaire distribution used purposivesampling technique. Respondents in this study are consumers ofBittersweat By Najla and live in Bekasi. The effect of InfluencerAdvertising on buying interest has a positive and significant effecton consumer buying interest in Bittersweet by Najla because the tvalue is greater than the t table (3.527> 1.988). And the effect ofLive Streaming on buying interest has a positive and significanteffect on consumer buying interest in Bittersweet by Najla becausethe t value is greater than the t table (7.322> 1.988). Based onresearch conducted on the influence of influencer advertising andTikTok's live streaming feature on consumer buying interest inBittersweet by Najla, it can be concluded that these two factors havea positive and significant influence on consumer buying interest.Keywords : Influencer, Live Streaming, willingness to buy

References


Chamidah, N. (2022). PENGARUH WORD OF MOUTH MENGENAI LIVE STREAMING

TIKTOK SHOP TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN. Jurnal

Komunikasi Pemberdayaan, 1(2), 131-143.

Chen, C., Hu, Y., Lu, Y., & Hong, Y. (2019). Everyone can be a star: Quantifying grassroots

online sellers’ live streaming effects on product sales.

Handayani, R., Fitriadi, B. W., & Pauzy, D. M. (2022). The Influence of Social Media TikTok

and E-wom Interested to Buy Soemethinc Brand and Impact on The Purchace Decision

(Survey of TikTok Users in The Management Study Program of University Perjuangan

Tasikmalaya). Journal of Indonesian Management (JIM), 2(3), 473-482.

Harita, H. T. S. (2022). Pengaruh Direct Marketing dan Product Quality Terhadap Minat Beli

Ulang Pada Live Streaming Marketing TikTok (Studi pada pengguna aplikasi Tiktok di

Kota Medan) (Doctoral dissertation, Universitas Sumatera Utara).

Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-

streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58-67.

Juliana, H. (2023). Pengaruh Siaran Langsung Dan Manfaat Yang Dirasakan Terhadap Niat

Beli Melalui Kepercayaan Konsumen Pada Aplikasi Tiktok Shop. SINOMIKA Journal:

Publikasi Ilmiah Bidang Ekonomi dan Akuntansi, 1(6), 1517-1538.

Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh Influencer Marketing Terhadap

Keputusan Pembelian (Studi Pada Elzatta Hijab Garut). Prismakom, 18, 32-40.

Lestari, S. R. I. (2021). Pengaruh Live Streaming, Brand Awareness, Desain Web dan Brand

Image Terhadap Keputusan Pembelian Pada E-Commerce Shopee di Jakarta

Pusat (Doctoral dissertation, Sekolah Tinggi Ilmu Ekonomi Wiyatamandala).

Ramadhayanti, A. (2023). PENGGUNAAN FITUR LIVE STREAMING SEBAGAI

MARKETING COMMUNICATION DAN LEADCUSTOMER TERHADAP

PENINGKATAN PENJUALAN. MANAJEMEN DEWANTARA, 7(1), 117-128.

Rodríguez, D. Z., Rosa, R. L., Costa, E. A., Abrahão, J., & Bressan, G. (2014). Video quality

assessment in video streaming services considering user preference for video

content. IEEE Transactions on Consumer Electronics, 60(3), 436-444.

Saputra, G. G., & Fadhilah, F. (2022). Pengaruh Live Streaming Shopping Instagram Terhadap

Kepercayaan Konsumen Online dan Dampaknya pada Keputusan Pembelian. Ekonomi,

Keuangan, Investasi dan Syariah (EKUITAS), 4(2), 442-452.

Song, C., & Liu, Y. L. (2021). The effect of live-streaming shopping on the consumer's

perceived risk and purchase intention in China.

Suhyar, S. V., & Pratminingsih, S. A. (2023). Pengaruh Live Streaming dan Trust terhadap

Impulsive Buying dalam Pembelian Produk Skincare Skintific. Management Studies and

Entrepreneurship Journal (MSEJ), 4(2), 1427-1438.

Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects

purchase intention and customer acquisition, E-tailer's perspective. Journal of Retailing

and Consumer Services, 68, 103015.




DOI: https://doi.org/10.71312/mrbest.v1i2.37

Media Riset Bisnis Ekonomi Sains dan Terapan (MRBEST) Indexed by:

Google Scholar Garuda CrossRef Index Copernicus

Lembaga Penerbit: Taksasila Edukasi Insani
Kontak: Tri Ananto
Alamat Resmi Penerbit: Jl. Cireundeu Raya No.1A, RT.002/ RW.06, Kelurahan Cireundeu, Kecamatan Ciputat Timur, Kota Tangerang Selatan, Banten 15419.

Copyright of Media Riset Bisnis Ekonomi Sains dan Terapan (e-ISSN: 2987-1875 )

BRIN ISSN Barcode ISSN Creative Commons BY-SA

Media Riset Bisnis Ekonomi Sains dan Terapan © 2023 by Taksasila Edukasi Insani is licensed under Creative Commons Attribution-ShareAlike 4.0 International