Dampak Interaksi Sosial dalam Live Streaming Tiktok terhadap Kepercayaan Konsumen dan Keputusan Pembelian Pada Produk Skintific

Authors

  • nur kumala sari Sekolah Tinggi Ilmu Ekonomi Pemuda
  • Aisyah Megasari Sekolah Tinggi Ilmu Ekonomi Pemuda
  • Komarun Zaman Sekolah Tinggi Ilmu Ekonomi Pemuda

DOI:

https://doi.org/10.32815/jubis.v6i2.2796

Keywords:

Social Media Marketing, consumer trust, purchase decision

Abstract

This study aims to evaluate the influence of social interactions in TikTok live streaming on consumer trust and purchasing decisions for Skintific products. The study employed a quantitative approach. The study population was drawn from the average number of active viewers who followed live broadcasts on Skintific's official account during the week prior to the study. The sampling technique used was purposive sampling, with the sample size determined using the Slovin formula, resulting in 100 respondents. Data analysis was performed using a simple linear regression test. The results showed that social interactions in live streaming positively influenced consumer trust, positively impacted purchasing decisions, and significantly influenced both variables simultaneously.

References

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Published

2025-12-30

How to Cite

nur kumala sari, Megasari, A., & Zaman, K. (2025). Dampak Interaksi Sosial dalam Live Streaming Tiktok terhadap Kepercayaan Konsumen dan Keputusan Pembelian Pada Produk Skintific. Jurnal Ekonomi Manajemen Dan Bisnis, 6(2). https://doi.org/10.32815/jubis.v6i2.2796

Issue

Vol. 6 No. 2 (2025): JURNAL EKONOMI MANAJEMEN DAN BISNIS

Section

Articles

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Copyright (c) 2025 Nur Kumala Sari, Aisyah Darti Megasari, Komarun Zaman

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