The Influence Of Streamer Credibility And Flash Sales On Purchase Decisions For Jiniso Products On Tiktok Live Shopping (Consumer Study In Bandar Lampung)

Rini Rohmawati; Satria Bangsawan; Dwi Asri Siti Ambarwati

doi:10.63922/ijebir.v5i03.3931

Rini Rohmawati Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.
Satria Bangsawan Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.
Dwi Asri Siti Ambarwati Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i03.3931

Keywords: Streamer credibility, Flash Sale, Purchase Decision, TikTok Live Shopping

Abstract

This study aims to determine the effect of streamer credibility and flash sales on purchasing decisions for Jiniso products on TikTok Live Shopping (Consumer Study in Bandar Lampung). The rapid development of live shopping as a digital marketing strategy, as well as fluctuations in Jiniso sales, are suspected to be influenced by persuasive communication factors in live streaming. The phenomenon underlying this study is that Jiniso has high popularity and is active in live streaming, but sales still experience fluctuations. This study uses a quantitative approach with a survey method through the distribution of online questionnaires to 130 respondents who are Jiniso consumers in Bandar Lampung who have shopped through TikTok Live Shopping. The sampling technique used purposive sampling with the criteria of respondents aged 17 years and above and domiciled in Bandar Lampung and have purchased Jiniso products through TikTok live shopping. Data were analyzed using multiple linear regression with the help of SPSS. The results showed that streamer credibility and flash sales have a positive and significant effect on purchasing decisions for Jiniso products on TikTok live shopping (Consumer Study in Bandar Lampung). These findings indicate that streamer credibility and flash sales play an important role in influencing consumer purchasing decisions in the context of TikTok Live Shopping.

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