KHASANAH, LAILA NURUL (2026) PENGARUH PENONTONAN LIVE STREAMING TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK Y.O.U. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to analyze the influence of watching TikTok live streaming on purchasing decisions for Y.O.U products as a form of digital marketing communication. The development of social media has encouraged companies to utilize live streaming features that enable real-time two-way interaction between sellers and consumers. This study uses a quantitative approach with a survey method, where data is collected by distributing questionnaires to respondents who have watched the TikTok live streaming of Y.O.U. products. The sampling technique used was random sampling. The research data was analyzed using statistical analysis to determine the influence of live streaming variables on purchasing decisions. The results of the study show that watching TikTok live streaming has a significant influence on Y.O.U.'s product purchasing decisions. which indicates that the elements of interaction, information delivery, and the attractiveness of the content in live streaming are able to encourage consumers in making purchasing decisions. Keyword : Live Streaming, TikTok, Purchasing Decision, Digital Marketing communication, Y.O.U Beauty. Studi ini mempunyai tujuan guna menganalisa pengaruh penontonan live streaming TikTok pada keputusan pembelian produk Y.O.U selaku satu di antara bentuk komunikasi pemasaran digital. Perkembangan media sosial mendorong perusahaan untuk memanfaatkan fitur live streaming yang memungkinkan komunikasi dua arah dengan real time, pembeli dengan penjual. Studi ini memakai pendekatan kuantitatif, metode survei, data dihimpun melewati penyebaran angket kepada partisipan yang pernah menonton live streaming TikTok produk Y.O.U. random sampling dipakai selaku teknik perolehan sampel studi ini. Data penelitian dianalisis memakai analisis statistik untuk mengetahui pengaruh variabel live streaming pada keputusan pembelian. Temuan studi memperlihatkan keputusan pembelian produk Y.O.U. terpengaruh nyata oleh penontonan live streaming TikTok, mengindikasikan unsur interaksi, penyampaian informasi, serta daya tarik konten pada live streaming mampu mendorong konsumen terhadap menetapkan putusan transaksi. Kata kunci : Live Streaming, TikTok, Keputusan Pembelian, Komunikasi Pemasaran Digital, Y.O.U Beauty.
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