Pengaruh Influencer Marketing dan Live Streaming Shopping terhadap Keputusan Pembelian Produk Fashion Pada di TikTok Shop di Kabupaten Kediri

Dewi, Rosynta (2026) Pengaruh Influencer Marketing dan Live Streaming Shopping terhadap Keputusan Pembelian Produk Fashion Pada di TikTok Shop di Kabupaten Kediri. Skripsi thesis, Universitas Kadiri.

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Abstract

The increasing use of TikTok Shop as an e-commerce Platform is driving changes in consumer behavior regarding the purchase of Fashion products. This study examines the influence of Influencer Marketing and live-streaming shopping on Fashion product Purchase Decisions on TikTok Shop in Kediri Regency. Using an explanatory quantitative approach, this study involved 90 respondents selected through purposive sampling. The data were analyzed using multiple linear regression. The results indicate that both variables have a positive and significant effect: Influencer Marketing coefficient 0.431, p < 0.05 and Live Streaming Shopping coefficient 0.321, p < 0.0) together explain 67% of the variation in purchasing decisions R² = 0.670. These findings contribute to the understanding of digital marketing and consumer behavior on Social Media Platforms, demonstrating that these digital marketing strategies can significantly enhance Fashion product Purchase Decisions. Keywords: Influencer Marketing, Live Streaming Shopping, Purchase Decision, TikTok Shop, Fashion Products

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	22 Sep 2026 07:51
Last Modified:	22 Sep 2026 07:51
URI:	http://repository.unik-kediri.ac.id/id/eprint/1241

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