The Influence of Live Streaming Features on Fashion Product Purchase Decisions in TikTok Shop Among Students in Bandung Area
Abstract
The main aim of this study is to examine the influence of the live streaming feature on the purchasing decisions of fashion products on TikTok Shop among students in Bandung Raya, Indonesia. The research employs a quantitative descriptive method with a questionnaire as the data collection instrument. A total of 106 respondents, consisting of students from Bandung Raya, Indonesia with a history of purchasing fashion products on TikTok Shop, participated in this study. For data processing, this research utilizes frequency analysis, descriptive analysis, and simple regression. The research findings indicate that the live streaming feature significantly influences the purchasing decisions of fashion products on TikTok Shop among students in Bandung Raya, Indonesia by 74.3%, while the remaining 25.7% is influenced by other variables beyond the ones investigated
References
Ahdiat, A. (2023). Retrieved September 19, 2023, from Databoks.katadata.co.id: https://databoks.katadata.co.id/datapublish/2023/07/28/ini-media-sosial-yang-banyak-dipakai-konsumen-indonesia-untuk-belanja
Amini, D. N. (2023). Pengaruh Media Sosial Terhadap Proses Pengambilan Keputusan Pembelian Pelanggan pada Usaha Kecil Sajodo Snack, Bandung, Indonesia. International Journal Administration, Business and Organization (IJABO) |, 4(1), 52–62. https://ijabo.a3i.or.id
Annur, C. M. (2022). Retrieved September 19, 2023, from Databoks.katadata.co.id: https://databoks.katadata.co.id/datapublish/2022/04/20/ini-deretan-produk-yang-paling-banyak-dibeli-dari-belanja-online-di-live-streaming
Bachri, M. S. (2022). Optimalisasi Dan Efektivitas Digital Marketing Melalui Beriklan Di Instagram Yang Dipengaruh Citra Merek, Kesadaran Merek Terhadap Niat Beli. Business Management and Accounting, 43–54.
Bolitho, W. (2022). Shopping on TikTok: Global Teams Change the Game. Retrieved September 14, 2023 from https://careers.tiktok.com/blog/detail/7047879354220071175
Chaniago, H. (2023). Investigation of entrepreneurial leadership and digital transformation: Achieving business success in uncertain economic conditions. Journal of technology management & innovation, 18(2), 18-27.
Chaniago, H., & Efawati, Y. (2022). The implementation of integrated marketing communication on retail business: Moslem consumers' perceptions. International Journal of Business and Globalisation, 30(2), 187-206. https://doi.org/10.1504/IJBG.2022.122664
Chaniago, H., & Efawati, Y. (2024). Individual Innovative Behavior Model: The Role of Entrepreneurial Leadership in Uncertain Times. Quality-Access to Success, 25(202). https://doi.org/10.47750/QAS/25.202.19
Chaniago, H., Muharam, H., & Efawati, Y. (2023). Metode Riset Bisnis dan Permodelan. Bandung: Edukasi Riset Digital, PT.
Dewa, C. B. and Safitri, L. A. (2021) ‘Pemanfaatan Media Sosial Tiktok Sebagai Media Promosi Industri Kuliner Di Yogyakarta Pada Masa Pandemi Covid- 19 (Studi Kasus Akun TikTok Javafoodie)’, Khasanah Ilmu - Jurnal Pariwisata Dan Budaya. doi: 10.31294/khi.v12i1.10132.
Efawati, Y. (2016). Faktor Penentu Keberhasilan Pasar Fashion Tradisional. Jurnal Riset Bisnis Dan Investasi, 2(1), 13-13.
Efawati, Y., & Harmon, H. (2018). The Strategies of Small Business in Floriculture Industry. In of the 2nd Global Conference on Business, Management and Entrepreneurship (GCBME 2017)-Increasing Management Relevance and Competitiveness (pp. 118-124). https://doi.org/10.5220/0007115801180124
Efawati, Y., & Hermawan, N. J. (2020). Making Sense of The “Product Attributes” Trends: A Review of Consumers Drink Choice Behavior and Industry Implications. International Journal Administration, Business & Organization, 1(2), 28-37. https://doi.org/10.61242/ijabo.20.35
Efawati, Y., Ahman, E., & Chaniago, H. (2021, September). The effect of entrepreneurial leadership on firm innovation through innovative work behavior. In 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020) (pp. 188-194). Atlantis Press. https://doi.org/10.2991/aebmr.k.210831.037
Firmansyah, A. (2019). Perilaku Konsuemen (Sikap Dan Pemasaran). Surabaya: CV. Qiara Media.
Handayani, R., Fitriadi, B. W., & Pauzy, D. M. (2022). The Influence of Social Media TikTok and E-wom Interested to Buy Somethinc Brand and Impact on The Purchace Decision ( Survey of TikTok Users in The Management Study Program of University Perjuangan Tasikmalaya ). Journal of Indonesian Management, 2(3), 473–482.
Juliana, H. (2023). Pengaruh Siaran Langsung Dan Manfaat Yang Dirasakan Terhadap Niat Beli Melalui Kepercayaan Konsumen Pada Aplikasi Tiktok Shop. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(6), 1517–1538. https://doi.org/10.54443/sinomika.v1i6.754
Kotler, Philip & Keller, Kevin Lane. (2016). A framework for marketing management. England: Pearson.
Kowalski, K. (2018). Slow Fashion. Retrieved September 15, 2023 from https://www.sloww.co/slow-fashion-101/
Kumparan. (2022). Retrieved September 19, 2023, from Kumparan.com: https://kumparan.com/berita-terkini/6-universitas-terbaik-di-bandung-2022-untuk-pertimbangan-daftar-kuliah-1yINah8y6XL/full
Kusuma, I. S. H. (2023). Pengaruh Online Customer Review terhadap Keputusan Pembelian pada Marketplace Shopee di Kalangan Mahasiswa Kota Bandung. International Journal Administration Business and Organization, 4(2), 31–39. https://doi.org/10.61242/ijabo.23.266
Lislindawati, Wahyuningsih, Y., & Saputra, M. (2023). Keputusan Pembelian Konsumen Dipengaruhi Online Live Streaming, Free Gift dan Diskon Pada Media Social Tiktok.
Mokodompit, H. Y., Lapian, S. L. H. V. J., & Roring, F. (2022). Pengaruh Online Customer Rating, Sistem Pembayaran Cash On Delivery Dan Online Customer Review Terhadap Keputusan Pembelian Di Tiktok Shop (Studi Pada Mahasiswa Dan Alumni Equil Choir Feb Unsrat). Jurnal EMBA, 10(3), 975–984.
Mulyadi, R. D. R., & Efawati, Y. (2024). Understanding Consumer Minds: How Psychological Aspects Drive E-commerce Purchases. International Journal Administration, Business & Organization, 5(3), 15-23. https://doi.org/10.61242/ijabo.24.359
Munandar, A., & Efawati, Y. (2020). Identification on Brand Loyalty (Study on Honda motorcycle namely Mega Pro). International Journal Administration, Business & Organization, 1(1), 25-31. https://doi.org/10.61242/ijabo.20.21
Netrawati, I. G. A. O., Nuada, I. W., & Syakbani, B. (2022). The Influence of Live Streaming Video on Consumer Decisions. Sentralisasi, 11(2), 159–168.
Nurain, A., Chaniago, H., & Efawati, Y. (2024). Digital Behavior and Impact on Employee Performance: Evidence from Indonesia. Journal of Technology Management & Innovation, 19(3), 15-27. http://dx.doi.org/10.4067/S0718-27242024000300015
Pongratte, L. J., Liu, J., Putri, M. D. P. W., & Paulin, A. (2023). The Effect of Promotion via TikTok Live Streaming on Consumers’ Buying Interest in Clothing Products. Open Journal of Social Sciences, 11(04), 333–347. https://doi.org/10.4236/jss.2023.114024
Pradana, R. S. (2023). Kemendag.go,id. Retrieved November 20, 2023, from https://www.kemendag.go.id/berita/pojok-media/ceo-tiktok-temui-mendag-shou-zi-chew-tiktok-shop-dipakai-2-juta-umkm
Prosenjit, G., & Anwesan, G. (2021). An Unusual Case of Video App Addiction Present- ing as With-Drawl Psychosis. International Journal of Recent Scientific Research, 12, 40455-40457.
Puspitasari, R. (2023). Pengaruh Pemasaran Afiliasi E-Commerce pada Media Sosial Terhadap Minat Beli Mahasiswa Politeknik Negeri Bandung. International Journal Administration Business and Organization, 4(2), 1–9. https://doi.org/10.61242/ijabo.23.257
Putri, G. E. (2021). Faktor-Faktor Mempengaruhi Keputusan Pembelian Produk Fashion Secara Online Melalui E-Commerce.
Rachman, A., Efawati, Y., & Anmoel, J. T. (2024). Understanding The Role Of Fomo (Fear Of Missing Out) In Impulse Purchase For Smes. Riset: Jurnal Aplikasi Ekonomi Akuntansi Dan Bisnis, 6(2), 117-134.
Rahmayanti, S., & Dermawan, R. (2023). SEIKO : Journal of Management & Business Pengaruh Live Streaming, Content Marketing, dan Online Customer Review Terhadap Keputusan Pembelian pada TikTok Shop di Surabaya. SEIKO : Journal of Management & Business, 6(1), 337–344. https://doi.org/10.37531/sejaman.v6i1.2451
Rifathurrahman, R. F., Chaniago, H., & Efawati, Y. (2024). The Effect of E-Service Quality on Repurchase Interests of The Online Shopping Shopee Indonesia. Jurnal Ekonomika dan Manajemen, 13(1), 8-25.
Sudirjo, F. (2021). Social Media, Consumer Motivation, And Consumer Purchase Decision For Fashion Consumers In Semarang District. Jurnal Manajemen, 12(1), 78. https://doi.org/10.32832/jm-uika.v12i1.3985Hanaysha, J. R. (2022). Impact Of Social Media Marketing Features On Consumer’s Purchase Decision In The Fast-Food Industry: Brand Trust As A Mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/J.JJIMEI.20 22.100102
Wang, H., & Xie, J. (2020). A Review of Social Commerce Research. American Journal of Industrial and Business Management, 10(04), 793–803. https://doi.org/10.4236/ajibm.2020.104053
Wu, G. D., Wu, Z., Ding, X. W., & Xia, Z. J. (2019). A Visual Analysis of Domestic Social Business Research from the Perspective of Knowledge Mapping. Management Moder-nization, 1, 86-91.
Copyright (c) 2026 Sheila Destian Dwi Fasya
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish in this journal agree to the following terms:
- The authors confirm that they are the authors of the submitted article, which will be published (online) in the journal IJABO (International Journal Administration, Business & Organization) by the Asosiasi Ahli Administrasi Indonesia (A3i), Bandung, Indonesia. The author’s name will be evident in the article. The publisher makes all decisions regarding the layout and distribution of the work.
- Authors guarantee that the work is their own original creation and does not infringe any statutory or common-law copyright or any proprietary right of any third party. In case of claims by third parties, authors commit themself to defend the interests of the publisher and shall cover any potential costs.
- Authors retain copyright and grant the journal the right of first publication, with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0). This license allows the redistribution and reuse of papers provided the authorship is properly credited.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., posting it to an institutional repository or publishing it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as this can lead to productive exchanges and earlier and greater citations of published work.
