FACTORS AFFECTING CUSTOMER’S PURCHASE DECISION OF MAKEUP PRODUCTS FROM LOCAL BRANDS ON TIKTOK LIVE STREAMS

• Main Author: Zeta Prameswari, Tyara
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/82900
• Institution: Institut Teknologi Bandung

In today's fast-paced digital age, social media platforms have significantly transformed the way we communicate, share, and consume content. Among these platforms, TikTok has emerged as a dominant force, particularly in Indonesia, where it plays a crucial role in the business landscape. This study investigates the factors influencing consumer purchase decisions of local makeup products during TikTok live streaming sessions. The research employs a mixedmethod approach, combining qualitative and quantitative methodologies to provide a comprehensive understanding of consumer behavior. Qualitative data is analyzed using manual coding, providing rich, in-depth insights, while quantitative data is analyzed using the Partial Least Squares Structural Equation Modelling (PLS-SEM) method. The study focuses on makeup enthusiasts experienced in live streaming features, with a minimum of 12 respondents for qualitative analysis and 200 respondents for quantitative analysis. The data collection phase delves into various antecedents of electronic word-of-mouth (eWOM), including argument quality, source credibility, source attractiveness, and source perception. These variables are examined with mediating variables such as information acceptance in eWOM and purchase intention, ultimately leading to the dependent variable, purchase decisions. The findings of this study aim to provide valuable insights for local beauty brands to enhance their marketing strategies and leverage the unique interactive capabilities of TikTok live streams. Based on these insights, it is recommended that local brands select TikTok hosts based on their ability to deliver high-quality eWOM, ensuring they are knowledgeable, credible, attractive, and perceived positively by viewers.