DOI of the published article https://journal-laaroiba.com/ojs/index.php/AlKharaj
The influence of live streaming, brand trust, and online customer reviews on purchasing interest on the TikTok Shop platform
Pengaruh live streaming, brand trust, dan online customer reviews terhadap minat beli di platform tiktok shop
DOI:
https://doi.org/10.21070/ups.10675Keywords:
live streaming, brand trust, online customer reviews, tiktok shopAbstract
Advances in digital technology have shifted consumer behavior from conventional to online shopping, including increased use of TikTok Shop. This study analyzes the influence of live streaming, brand trust, and online customer reviews on purchasing interest. Using a quantitative approach, data were collected from 100 respondents through questionnaires. The analysis employed multiple linear regression and various statistical tests. Results show that all three variables significantly influence purchasing interest on TikTok Shop.
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