Determinants of Buying Intention in the TikTok Application
Journal Title: Journal of Economics, Finance and Management Studies - Year 2025, Vol 8, Issue 03
Abstract
The fierce business competition on TikTok requires sellers to carry out promotional strategies that can attract consumer buying interest in their products. This study was conducted to analyze the effect of live streaming, price perception, and customer reviews on buying intention in the TikTok application. In addition, this study also analyzes which variable has the most influence on buying intention in the TikTok application. The analysis method in this study uses the SmartPLS - SEM method (Partial Least Square - Structural Equation Modeling) with the analytical tools used, namely: validity test, reliability test, R-Square test, predictive relevance, and path coefficient test. The data used in this study are primary data obtained from distributing questionnaires to 100 respondents. The sampling method in this study is non probability sampling with purposive sampling technique. The results showed that the live streaming had no effect on buying intention, while price perceptions and customer reviews had an effect on buying intention.
Authors and Affiliations
Amelia Agustina , Henny Medyawati , Muhamad Yunanto,
Keywords
Related Articles
- EP ID EP761530
- DOI 10.47191/jefms/v8-i3-31
- Views 47
- Downloads 0
The Effect of Government Expenditure on Education, Health and Road Infrastructure Sector on Human Development Index in Kabupaten Sidoarjo
Human development in East Java continues to grow, one of which is Kabupaten Sidoarjo. The Kabupaten Sidoarjo Human Development Index (HDI) in 2021 is ranked 4th in East Java. The Human Development Index in Kabupaten Sido...
Detection of Fraudulent Financial Reporting Using the Perspective of the Fraud Triangle Factors on Financial Statement
The research objective is to determine the effect that occurs on the financial statements by using the fraud triangle. The population in this research is a food and beverage sector company that has been listed on the Ind...
The Effect of Liquidity on Firm Value with Profitability as Moderating Variable
The purpose of this study is to analyze the effect of liquidity on firm value, and the effect of profitability as a moderating variable between liquidity and firm value in the company. The population in this study are ma...
An Empirical Investigation of Financial Health and Financial Performance of Logistic Companies in the United Kingdom. A Critical Analysis Pre and Post Covid-19 Era
After the pandemic, things are very different from how they were before the COVID-19 outbreak. Companies that had been performing well before the epidemic also saw their performance suffer during the COVID-19 era, especi...
Redefining Leadership Roles in Managing Crises in Organisations: A Systematic Literature Review
Crises strike when least expected. Most organisations have collapsed as a result of crises situations. Essential resources including lives have been lost in the wake of crises. Leadership have essential roles to play in...