Pengaruh  Live Streaming dan Metode Pembayaran Cash On Delivery Terhadap Keputusan Pembelian Pada Tiktok Shop di Indonesia

Ria Nofita Praptiwi; Indra Hastuti; Taufiq Nur Muftiyanto

doi:10.55606/jimas.v3i3.1441

Authors

Ria Nofita Praptiwi Universitas Duta Bangsa Surakarta
Indra Hastuti Universitas Duta Bangsa Surakarta
Taufiq Nur Muftiyanto Universitas Duta Bangsa Surakarta

DOI:

https://doi.org/10.55606/jimas.v3i3.1441

Keywords:

Live streaming, cash on delivery payment methods, purchasing decisions

Abstract

The rapid development of digital technology, especially the internet, has driven the emergence of a new marketing strategy known as digital marketing. One example of digital marketing in Indonesia is TikTok Shop, which offers attractive features such as live streaming, discounts, and cash on delivery payments. The objective of this research is to determine the influence of live streaming, and cash on delivery payment methods, both simultaneously and partially, on purchasing decisions on TikTok Shop in Indonesia. The research methodology employed is quantitative. Purposive sampling was used as the sampling technique. Data was collected using questionnaires and analyzed using IBM SPSS Statistics 25, with multiple linear regression analysis. The results showed that live streaming, cash on delivery payment methods have a significant simultaneous influence on purchasing decisions. Partially, live streaming and cash on delivery payment methods have a positive influence on purchasing decisions. The coefficient of determination (R²) is 89.6%, indicating that live streaming, cash on delivery payment methods, have an influence on purchasing decisions, while the remaining 10.4% is influenced by other variables.

References

Databoks.kata.co.id Indonesia Pengguna TikTok Terbanyak di Dunia https://databoks.katadata.co.id/datapublish/2023/11/22/indonesia-punya-pengguna-tiktok-terbanyak-ke-2-di-dunia

Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58-67.

Kotler, P., & Keller, K. L. (2017). Manajemen Pemasaran (13th ed.; A. Maulana & Y. S. Hayati, eds.). Jakarta

Nasution, A.E., Putri, L.P. & Lesmana, M.T. 2019. Analisis Pengaruh Harga, Promosi, Kepercayaan Dan Karakteristik Konsumen Terhadap Keputusan Pembelian Konsumen Pada 212 Mart Di Kota Medan. Proseding Seminar Nasional Kewirausahaan, 1(1): 194–199.

Puspa, D., Abdul, B., Nadirah, M., Nazari, B., Syafiqa, N. U. R., Che, B., Syahinda, N., & Zainol, B. (2023). EXPLORING HOW LIVE STREAMING.

Putri, D. P. E., Rismawati, D. A., Lestari, M. S., Pravitasari, N., Saputri, P., Wahyudi, R., & Rahmawati, Y. (2023). Pengaruh Harga, Promosi, Ulasan Produk, Dan Metode Pembayaran Terhadap Keputusan Pembelian Pada Marketplace TikTok Shop. Academica: Journal of Multidisciplinary Studies, 7(1), 67-92.

PRATIWI, W. A. (2023). Pengaruh Iklan Dan Sistem Cash On Delivery Terhadap Keputusan Pembelian Produk Pada E-Commerce Tiktok Shop (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam IAIN Palopo) (Doctoral dissertation, Institut Agama Islam Negeri Palopo).

Lombok, V. V., & Samadi, R. L. (2022). Pengaruh Brand Image, Brand Trust Dan Digital Marketing Terhadap Keputusan Pembelian Konsumen Pada Produk Emina (Studi Kasus Pada Mahasiswa Universitas Sam Ratulangi). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 953-964.

Rehatalanit, Y. L. R. (2021). Peran e-commerce dalam pengembangan bisnis. Jurnal Teknologi Industri, 5.

Sugiyono. (2017). Metode Penelitian Pendidikan : Pendekatan Kuantitatif, Kualitatif Dan R&D. Bandung: Alfabeta, 2017.

Sugiyono. 2001. Metode Penelitian Bisnis. Bandung : Alfabeta

Tresnasih, M. (2022). Pengaruh Online Costumer Review Dan Layanan Cash On Delivery Terhadap Keputusan Pembelian Di Marketplace Shopee. JISMA: Jurnal Ilmu Sosial, Manajemen, dan Akuntansi, 1(4), 403-408.

Utami, P.D. (2021). PERANAN COST ON DELIVERY DAN KEPERCAYAAN PENGARUHNYA TERHADAP LOYALITAS PELANGGAN LAZADA DI LUMAJANG).

Wijaya, BS (2019). Menari dengan ketidakpantasan media: Cara konsumen Indonesia berpikir dan berperilaku terhadap berita online yang tidak etis dan tidak logis. Jurnal Komunikasi: Jurnal Komunikasi , 35 (1), 187-205.

Fakri, M. A., & Astuti, S. I. (2023, July). Pengaruh Live Streaming Sales Tiktok terhadap Minat Beli Konsumen. In Bandung Conference Series: Journalism (Vol. 3, No. 2, pp. 110-116).