PENGARUH LIVE STREAMING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI TIKTOK SHOP (STUDI KASUS PADA GEN Z DI SUMBAWA BESAR)

Authors

  • Arya Rifki Salsa Bila Universitas Teknologi Sumbawa
  • Tomy Dwi Cahyono Universitas Teknologi Sumbawa

DOI:

https://doi.org/10.62237/jnm.v3i1.383

Keywords:

Live Streaming, Online Customer Review, Purchase Decision, TikTok Shop, Generation Z

Abstract

This study aims to analyze the influence of live streaming and online customer reviews on purchasing decisions of fashion products on TikTok Shop among Generation Z consumers in Sumbawa Besar. The research method used is a quantitative approach with data collected through questionnaires distributed to 100 respondents. Data analysis was conducted using multiple linear regression with the assistance of SPSS software. The results indicate that both live streaming and online customer reviews have a positive and significant influence on purchasing decisions, both partially and simultaneously. This research provides implications for business actors to optimize live streaming utilization and consider customer reviews to improve purchase conversion.

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Published

2026-03-04

How to Cite

Arya Rifki Salsa Bila, & Tomy Dwi Cahyono. (2026). PENGARUH LIVE STREAMING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI TIKTOK SHOP (STUDI KASUS PADA GEN Z DI SUMBAWA BESAR). Jurnal Nusa Manajemen, 3(1), 45–59. https://doi.org/10.62237/jnm.v3i1.383

Issue

Vol. 3 No. 1 (2026): Jurnal Nusa Manajemen Volume 3 Nomor 1 Maret Tahun 2026

Section

Articles