PERAN INTERAKTIVITAS LIVE STREAMING DAN STRATEGI PEMASARAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK SHOP

Abstract

This study aims to determine the Influence of Viral Marketing, Electronic Word Of Mouth (e-WOM), and Live Streaming on Purchasing Decisions at TikTok Shop for Generation Z in Yogyakarta. TikTok as a popular social media platform has features that can influence consumer behavior, especially for the digitally active generation. This study uses a quantitative approach with a survey method by distributing questionnaires to 123 respondents who are part of Generation Z in the Yogyakarta area. The data analysis technique used is multiple linear regression with the help of SPSS software version 26. The results of the study show that the three independent variables of viral marketing, e-WOM, and live streaming have a positive and significant effect on purchasing decisions. Among the three, live streaming has the most dominant influence. This finding shows that digital-based marketing strategies that are interactive and involve consumer opinions are very effective in shaping purchasing decisions, especially for Generation Z. The results of this study are expected to be input for business actors and digital marketers in designing more relevant and effective promotional strategies in the era of social media.