Pengaruh E-Wom, Live Video Promotion, dan Kualitas Produk Terhadap Minat Beli Pada Tiktok Shop
- Rahma Nur Arifa Universitas Muhammadiyah Semarang, Semarang, Indonesia
- Juma'i Universitas Muhammadiyah Semarang, Semarang, Indonesia
-
Andro Dewantara Noegroho
*
Universitas Muhammadiyah Semarang, Semarang,
Indonesia
Abstract
This study aims to describe the effect of Electronic Word Of Mouth (E-WOM), Live Video Promotion, and Product Quality on Purchase Interest in the TikTok Shop application. This study used a non-probability sampling method with purposive sampling used in the sampling technique where the sample taken was 95 respondents from the Faculty of Economics, Muhammadiyah University of Semarang who used the TikTok Shop application. The results of this study indicate that Electronic Word Of Mouth (E-WOM), Live Video Promotion, and Product Quality partially and simultaneously have a positive and significant effect on purchase intention where t count is greater than t table and f count is greater than f table. The results of the coefficient of determination (R2) of 63.4% of buying interest are influenced by Electronic Word Of Mouth (E-WOM), Live Video Promotion, and Product Quality. For future researchers, in order to find 36.6% other variables that can affect buying interest.
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