THE EFFECT OF TIKTOK SHOP LIVE STREAMING ON THE PURCHASE INTENTION OF UPI BUSINESS EDUCATION

Abstract

Digital transformation in e-commerce has brought about the phenomenon of live streaming that has changed the paradigm of consumer interaction with products. This study aims to analyze the influence of the TikTok Shop live streaming feature on the purchase intention of UPI Business Education students, identify mediation factors, and evaluate the contribution of live streaming attributes in purchase decisions. The study used a quantitative verifiable approach with 40 respondents of active student TikTok Shop users through purposive sampling. Data were collected using a Likert scale questionnaire and analyzed by simple linear regression. The results showed that live streaming had a significant positive effect on purchase intention with a regression coefficient of 0.742 (sig. 0.000) and was able to explain 64.5% of the purchase intention variation. The interactivity dimension was the most dominant factor (r=0.768), followed by streamer engagement (r=0.721), visual appeal (r=0.689), and product information quality (r=0.654). The study concluded that live streaming is a substantial determinant in purchasing decisions for students with the ability to interact in real-time as the main psychological mediator. Business actors are advised to optimize the live streaming interactivity feature to increase the effectiveness of digital marketing strategies.