The Role of Viral Marketing, Live Streaming, and Customer Perceived Value in Shaping Purchase Decisions for Batik Produk on TikTok
Peran Viral Marketing, Live Streaming, dan Customer Perceived Value Dalam Membentuk Keputusan Pembelian Produk Batik di Tik Tok
DOI:
https://doi.org/10.21070/ups.12502Keywords:
Viral Marketing, Live Streaming, Customer Perceived Value, Purchase Decision, Batik, TikTokAbstract
This study aims to analyze the influence of viral marketing, live streaming, and customer perceived value on consumer purchasing decisions for batik products on TikTok Shop. This quantitative study collected primary data through an online questionnaire distributed to 100 respondents aged 17–66 who had purchased batik products on TikTok Shop. Respondents were selected using purposive sampling, with the sample size determined using the Lemeshow formula. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3.0. The results indicate that viral marketing, live streaming, and customer perceived value each have a significant effect on purchasing decisions. This study provides insights into digital marketing strategies for batik products and supports Sustainable Development Goal 12 (SDG 12), which promotes responsible consumption and production.
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