PENGARUH LIVE STREAMING, HARGA, DAN ELECTRONIC-WORD OF MOUTH (E-WOM) TERHADAP MINAT BELI PRODUK KOSMETIK HANASUI DI TIKTOK SHOP (STUDI PADA PENGGUNA TIKTOK DI KOTA MATARAM)
The Influence of Live Streaming, Price, and Electronic Word-of-Mouth (e-WOM) on Purchase Intention for Hanasui Cosmetic Products on TikTok Shop (A Study of TikTok Users in Mataram City)
Keywords:
Live Streaming, Price, Electronic-Word Of Mouth (E-WOM), Purchase Intention, TikTok ShopAbstract
This study aims to analyze the influence of Live Streaming, Price, and Electronic Word of Mouth (E-WOM) on the Purchase Intention of Hanasui cosmetic products on TikTok Shop. The type of research used is associative quantitative research. The population in this study consists of TikTok users domiciled in Mataram City who have searched for information about Hanasui cosmetic products through live streaming and other consumer reviews on TikTok. This research involved a sample of 100 respondents, with the sampling technique conducted using non-probability sampling with a purposive sampling approach. Data were collected through questionnaires distributed both online and offline, then analyzed using multiple linear regression analysis with the assistance of SPSS version 30. Based on the results of the analysis, it was found that the variables of Live Streaming, Price, and Electronic Word of Mouth (E-WOM) have a positive and significant influence on purchase intention on TikTok Shop
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