Pengaruh Influencer Marketing, Live Streaming Dan Online Customer Review Terhadap Keputusan Pembelian Lozy Hijab Di Tiktok

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Vol. 15 No. 2 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Published: Jan 30, 2025
Keywords:
Influencer Marketing,
Live Streaming,
Online Customer Review,
Purchase Decisions

Main Article Content

Riska Bimbi
Universitas 17 Agustus 1945 Surabaya
Sumiati
Universitas 17 Agustus 1945 Surabaya

Abstract

Social media is currently used to carry out digital transactions by making purchases on e-commerce. The existence of influencers and live streaming features through the TikTok application is a new promotional method for sellers to share the advantages of their products, as well as interesting content that makes consumers interested in buying and is able to provide positive or negative communication related to the product that consumers share after using the product. bought it.


This type of research uses quantitative research with Non- Probability Sampling with Purposive Sampling Technique. The population in this study was a sample of 100 respondents who used lozzy hijab products with multiple linear regression analysis analyzed using SPSS 26.


The results of this research show that Influencer Marketing (X1) has a positive and significant effect on Purchasing Decisions (Y), Live Streaming (X2) has a positive and significant effect on Purchasing Decisions (Y), Online Customer Reviews (X3) has a positive and significant effect on Purchasing Decisions (Y), Influencer Marketing, Live Streaming, and Online Customer Reviews simultaneously have a positive and significant influence on Purchasing Decisions (Y).

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How to Cite
Riska Bimbi, & Sumiati. (2025). Pengaruh Influencer Marketing, Live Streaming Dan Online Customer Review Terhadap Keputusan Pembelian Lozy Hijab Di Tiktok. Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 15(2), 141–150. https://doi.org/10.8734/musytari.v15i2.11151
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References

Heriyanto, C., Oktavio, A., & Kaihatu, T. S. (2021). PERAN SCARCITY MARKETING DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION PADA PENGGUNA TRAVELOKA. Jurnal Manajemen Dan Inovasi Universitas Sam Ratulangi, 8(01).

Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh Influencer Marketing terhadap Keputusan Pembelian (Studi pada Elzatta Hijab Garut). Jurnal Pengembangan Manajemen, Bisnis, Keuangan Dan Perbankan, 18(1), 33–38. https://jurnal.stieyasaanggana.ac.id.

Raisa Rahma Khairuna1, Danang Satrio 1Department of Management Faculty of Economics and Business (2023), Pekalongan University Pekalongan the influence ofcontent marketing, live streaming and e-wom on purchasing decisions for consumers of sattka basic products via tiktok shop.