The Influence Live Streaming, Price Perception, and Customer Review on Purchasing Decisions for Skintific Product at the TikTok Shop
Pengaruh Live Streaming, Persepsi Harga, dan Customer Review Terhadap Keputusan Pembelian Produk Skintific di TikTok Shop
DOI:
https://doi.org/10.21070/ups.8763Keywords:
Live Streaming, Price Perception, Customer ReviewAbstract
This study aims to explore the impact of Live Streaming, Price Perception, and Customer Reviews on purchasing decisions for Skintific products on TikTok Shop. A quantitative approach was employed, targeting users who have purchased Skintific products through TikTok Shop. The sample was selected using a non-probability sampling method, specifically purposive sampling. A total of 96 respondents were involved, determined based on calculations using the Rao Purba formula. Data were collected by distributing questionnaires to the public, applying interval scale measurements with a Likert scale. Data analysis was conducted using the SmartPLS software. The findings reveal that Live Streaming features, perceptions of pricing, and customer reviews have a significant influence on consumer purchasing decisions regarding Skintific products on the TikTok Shop platform.
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