Pengaruh Live Streaming dan E-Wom Terhadap Purchase Intention Produk Skintific di TikTok Shop Melalui Consumers Attitude

Survey pada Mahasiswa Kota Solo

Authors

  • Yugo Nabila Putri Universitas Slamet Riyadi Surakarta
  • Nabila Putri Amaria Universitas Slamet Riyadi Surakarta
  • Diyah Ayu Wulandari Universitas Slamet Riyadi Surakarta
  • Leo Agung Saputra Universitas Slamet Riyadi Surakarta
  • David Trita Perdana Universitas Slamet Riyadi Surakarta
  • Nadiya Fikriyatuz Zakiyah Universitas Slamet Riyadi Surakarta

DOI:

https://doi.org/10.55606/jupsim.v4i2.4054

Keywords:

Live Streaming, E-Wom, Consumers Attitude, Purchase Intention

Abstract

The development of digital technology has changed consumer behavior in making purchasing decisions, including the increasing use of social media as a means of online shopping. This study aims to analyze the effect of live streaming and E-Wom on purchase intention of Skintific products through TikTok Shop with consumers attitude as a mediating variable. The population in this study were students in Solo City. The sample used and tested was 100 respondents, using the simple random sampling method to determine relevant respondents and tested using SPSS software. The data collection method in this study used a questionnaire and the data analysis techniques used were descriptive statistical analysis, multiple linear regression analysis, t test, f test, sobel test, and coefficient of determination test. The results of this study indicate that live streaming and consumers attitude have a positive and significant effect on purchase intention, while E-Wom has no significant effect on purchase intention in purchasing Skintific products through the TikTok Shop application..

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Published

2025-05-17

How to Cite

Yugo Nabila Putri, Nabila Putri Amaria, Diyah Ayu Wulandari, Leo Agung Saputra, David Trita Perdana, & Nadiya Fikriyatuz Zakiyah. (2025). Pengaruh Live Streaming dan E-Wom Terhadap Purchase Intention Produk Skintific di TikTok Shop Melalui Consumers Attitude: Survey pada Mahasiswa Kota Solo. Jurnal Publikasi Sistem Informasi Dan Manajemen Bisnis, 4(2), 167–186. https://doi.org/10.55606/jupsim.v4i2.4054

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Vol. 4 No. 2 (2025): Mei: Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis

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