ZAIN, PUTRI SYABANIA (2026) PENGARUH LIVE STREAMING TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PADA CAMILLE BEAUTY (Survei pada Followers Akun TikTok @camillebeauty_official ). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The rise of social media has changed the way digital marketing communication works, and one clear example is TikTok's live-streaming feature, which lets brands share product details while interacting directly with their audience in real time. Camille Beauty is one of the beauty brands making use of this feature through its TikTok account, @camillebeauty_official. This research sets out to examine how TikTok live streaming influences consumers' Purchase Decisions regarding Camille Beauty's products, viewed through the lens of digital consumer behavior. The study applies the Stimulus-Organism-Response framework alongside a quantitative, survey-based approach built to record user responses in a way that is measurable, systematic, and reliable. The population consisted of followers of the @camillebeauty_official TikTok account, from which 100 respondents were selected using the Slovin formula together with purposive sampling. Data were gathered via questionnaires and then analyzed for validity, reliability, correlation, coefficient of determination, simple linear regression, and significance through a t-test. The resulting correlation coefficient was 0.858 with a significance value of 0.000, pointing to a very strong, positive relationship between the two variables. The R Square value came out to 73.6%, meaning that TikTok live streaming accounts for 73.6% of the variation seen in Purchase Decision. Finally, a t-value of 16.538 with a significance level of 0.000 (below the 0.05 threshold) confirms that TikTok live streaming has a positive and statistically significant impact on Purchase Decisions for Camille Beauty's products. Keywords:TikTok Live Streaming,Purchase Decisions,Camille Beauty,S-O-R Ekspansi media sosial telah menggeser pola komunikasi pemasaran digital, salah satunya melalui fitur live streaming TikTok yang memungkinkan penyajian informasi produk sekaligus komunikasi langsung bersama konsumen. Camille Beauty termasuk brand kecantikan yang mengoperasikan fasilitas tersebut melalui akun TikTok @camillebeauty_official. Karya ini diarahkan untuk mengidentifikasi efek live streaming TikTok terhadap Keputusan Pembelian produk Camille Beauty dalam konteks perilaku konsumen digital. Kerangka Stimulus-Organism-Response dipadukan dengan pendekatan kuantitatif serta metode survei yang disusun untuk menangkap respons pengguna secara terukur, terarah, dan konsisten. Pengikut akun TikTok @camillebeauty_official ditempatkan sebagai populasi, sedangkan 100 responden ditetapkan memakai rumus Slovin dan purposive sampling. Data dihimpun melalui kuesioner, lalu pemrosesannya mencakup validitas, reliabilitas, korelasi, koefisien determinasi, regresi linear sederhana, serta t. Koefisien korelasi tercatat 0,858 dengan taraf probabilitas 0,000, memperlihatkan keterkaitan sangat kuat dan positif. R Square mencapai 73,6%, yang berarti Keputusan Pembelian memiliki 73,6% variasi yang diterangkan Live streaming TikTok. Nilai t 16,538 dengan taraf probabilitas 0,000 < 0,05 menegaskan efek positif serta bermakna Live streaming TikTok terhadap Keputusan Pembelian produk Camille Beauty. Kata Kunci: Live streaming TikTok,Keputusan pembelian,Camille Beauty, S-O-R
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44322010073 |
| Uncontrolled Keywords: | Live streaming TikTok,Keputusan pembelian,Camille Beauty, S-O-R |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | khalimah |
| Date Deposited: | 14 Sep 2026 08:37 |
| Last Modified: | 14 Sep 2026 08:37 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/103861 |
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