Pengaruh Live Streaming Tiktok sebagai Media Promosi terhadap Minat Beli Konsumen Mahasiswa Vokasi
Abstract
The aim of this research is to determine the influence of TikTok live streaming on consumer buying interest, especially among vocational students in Indonesia. A total of 101 respondents who were professional students and actively consumed streaming marketing content on the social media platform TikTok were taken as research samples. The analytical method used is descriptive, where data analysis is carried out using correlation and regression. Data collection was carried out by distributing questionnaires distributed on various social media platforms to respondents who met certain criteria. The research results show that marketing via TikTok as an advertising medium has a significant influence on purchasing interest of 53%, while the remaining 47% is influenced by several other factors which are not currently included in the variables studied.
References
Agustina, L. (2017). Live Video Streaming Sebagai Bentuk Perkembangan Fitur Media
Sosial. 0, 17–23.
Amstrong, Gary & Philip, Kotler. (2012) Dasar-Dasar Pemasaran. Jilid I, Alih Bahasa Alexander Sindoro
dan Benyamin Molan. Jakarta: Penerbit Prenhalindo.
Azizah, L., Gunawan, J., & Sinansari, P. (2021). Pengaruh Pemasaran Media Sosial TikTok terhadap
Kesadaran Merek dan Minat Beli Produk Kosmetik di Indonesia. Jurnal Teknik ITS, 10(2), 2301–9271.
Endarwati, E. T., & Ekawarti, Y. (2021). Efektifitas Penggunaan Sosial Media Tik Tok Sebagai Media
Promosi Ditinjau Dari Perspektif Buying Behaviors. MANDAR: Management Development and Applied Research Journal, 4(1).
Buchari Alma, 2006. Manajemen Pemasaran dan Pemasaran Jasa, Alfabeta. Bandung: hal. 179.
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., & Gursida, H. (2017). Metode Penelitian Bisnis dan Keuangan Konsep dan Implementasinya. Bandung: Paspi
Chaniago, H., Muharam, H., & Efawati, Y. (2023). Metode Riset Bisnis dan Permodelan. Bandung: Edukasi Riset Digital, PT.
D. Durianto, Dan Liana. C. (2004). Pengaruh Promosi Terhadap Minat Beli Konsumen
Di. Ekonomi Perusahaan, 31-32.
Das A, Gupta p, Mukherjee E. Impact of social media on dental education. European Journal of Pharmaceutical and Medical Research. 2017; 4(12): 189-90.
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
Gitosudarmo, Indriyo. 2014. Manajemen Operasi. Yogyakarta. BPFEYogyakarta
Griffin, Ricky W. dan Ronald J. Ebert. 2007. BISNIS, edisi Kedelapan. Jakarta: Erlangga
Gursida, H., & Harmon. (2017). Metode Penelitian Bisnis dan Keuangan: Konsep dan
Implementasinya (pp. 1–234).
J. Paul Peter dan Jerry C. Olson. (2007). Consumer Behavior and Marketing Strategy. Jilid1. 8. United
States: McGraw Hill Higher Education.
Kotler dan Keller. (2012), Manajemen Pemasaran, Edisi 12. Jakarta: Erlangga
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Jilid I. Edisi ke 13. Jakarta: Erlangga.
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
Nufus, H., & Handayani, T. (2022). Strategi Promosi dengan Memanfaatkan Media Sosial TikTok dalam
Meningkatkan Penjualan (Studi Kasus pada TN Official Store). Jurnal Ekonomi Dan Manajemen Teknologi, 6(1), 21–34.
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
Prastowohadi, T. (2020). Pengaruh Pengembangan Produk dan Promosi terhadap Peningkatan Volume
Penjualan Pada Perusahaan Konveksi “Mentari” di Klaten, Indonesia International Journal Administration, Business and Organization (IJABO) |, 1(3),
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.
Rena Puspitasari. (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
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.
Rusmayanti, D. S., & Agustin, S. (2021). The Influence of The Electronic word of mouth in Tiktok on Consumer Buying Interest in Shopee in The Era of The Covid-19 Pandemic in Bandung City International Journal Administration, Business and Organization (IJABO) |, 2(3), 31–38. https://ijabo.a3i.or.id
Copyright (c) 2026 Dinanty Klahirana Pangestu
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.
