THE INFLUENCING FACTORS OF PURCHASE INTENTION IN TIKTOK SHOP LIVE STREAMING SHOPPING

• Main Author: Ahmadi, Fajar
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66705
• Institution: Institut Teknologi Bandung

Live streaming shopping allows customers to get the right product information, in the hope of getting their attention and ultimately increasing online purchase interest. As one of the new and emerging e-commerce in Indonesia, TikTok Shop provides new way to seller approach potential market to its coverage and boost their sales through this new marketing stream. This research adopted Elaboration Likelihood Method (ELM) to identify the relationship of the six determinants, which are perceived credibility, price awareness, perceived attractiveness, argument quality, interactivity, and attitude toward product on purchase intention in TikTok Shop. This research used a mix method (qualitatively and quantitatively) to find out customer views on the topics discussed in this research. The primary data gathered by conducting interview to 10 people and distributing questionnaire to 170 respondents. This research used descriptive and path analysis to perform the results. Findings show that price awareness and perceived credibility have positive effect towards perceived attractiveness while interactivity have positive effect towards argument quality. In addition, price awareness, perceived credibility, perceived attractiveness, interactivity, and argument quality has shown positive effect on attitude towards product. Furthermore, interactivity has the strongest effect among other variable the relationship. Finally, attitude towards product has positive effect towards purchase intention. Keywords: Elaboration Likelihood Model, Perceived Credibility, Perceived Attractiveness, Argument Quality, Interactivity