PENGARUH LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN MAYDOOZA PADA TIKTOK SHOP DI NUSA TENGGARA BARAT

The Influence of Live Streaming on Maydooza's Purchase Decisions on TikTok Shop in West Nusa Tenggara

Abstract

This study aims to determine the Effect of Live Streaming on Maydooza Purchasing Decisions on TikTok Shops in West Nusa Tenggara. This type of research is Quantitative with an associative approach with a data collection method that is a sample survey using a questionnaire via Google Form as a research instrument with a total sample of 100 respondents. The analysis method uses a simple linear regression analysis using the Statistical Package For The Social Sciences (SPSS) tool. The results of the study indicate that the Live Streaming variable has a positive and significant effect on Maydooza purchasing decisions. The results of the instrument test state that the data in this study are proven to be valid and reliable and the classical assumption test states that the data is normally distributed and not multicollinearity. Suggestions for Maydooza to further optimize its promotional strategy by choosing the right time and extending the promo duration to better suit consumers' financial conditions. Consumers are expected to be more active in taking advantage of promotional moments, understanding product descriptions, and adjusting purchases to their budget. Future researchers should add other variables such as price, customer satisfaction, and brand loyalty so that the research results are more in-depth and representative