FACTORS INFLUENCING PRODUCT PURCHASE INTENTION IN TIKTOK LIVE STREAMING SHOPPING

Abstract

Live streaming shopping allows customers to get the correct product information to get their attention and ultimately increase online purchase interest. As one of the new and emerging e-commerce in Indonesia, TikTok Shop provides a new way to approach potential markets to its coverage and boost their sales through this unique marketing stream. The primary data was gathered by conducting an interview with ten people and distributing the questionnaire to 170 respondents. Findings show that price awareness and perceived credibility have a positive effect on perceived attractiveness, while interactivity has a positive effect on argument quality. In addition, price awareness, perceived credibilited attractiveness, interactivity, and argument quality positively affect attitudes towards the product. Furthermore, interactivity has the most substantial effect among other variables in the relationship. Finally, attitude towards products has a positive effect impactchase intention.