The Effect of Promotion via TikTok Live Streaming on Consumers’ Buying Interest in Clothing Products

Abstract

This study aims to examine the effect of promotion via TikTok live streaming on consumer purchase interest in apparel products. This study uses quantitative analysis. The processed data is the result of distributing questionnaires. The sampling method is non-probability sampling and the technique used in collecting respondents is accidental sampling. The data analysis technique used in this study is simple linear regression. Based on the results of data analysis, this study shows that promotion via live streaming TikTok has a positive and significant effect on consumer buying interest in clothing products. The more often consumers watch TikTok live streaming from a particular brand, the greater their interest in buying clothing products from that brand. This research contributes to clothing manufacturers who wish to expand their promotional reach by using the TikTok platform. This research can also help marketers to better understand the factors that influence consumer buying interest and effective promotion strategies via TikTok live streaming.

Enhancing Purchase Intentions in Online Shopping: A Case Study on Live Streaming, Credibility Of Celebrity Endorsement, and Perceived Benefits

“…There are several previous studies that have discussed the variables that influence purchase intentions. The research conducted shows the results that live streaming live streaming has a positive and significant effect (Pongratte et al, 2023) However, there are different results studied by previous research which say that live streaming does not have a significant impact on purchase e-ISSN : Ekombis Review: Jurnal Ilmiah Ekonomi dan Bisnis, Vol. 12 No.…”

“…Live Streaming shows that the role of streaming media is to connect buyers and sellers in real-time by providing an immersive buying experience, which causes other interpersonal connections (Song & Liu, 2021). Live Streaming (X1) indicators based on the theory (Song & Liu, 2021) are: Attractiveness to the streamer, Streamer expertise in delivering the product, Availability of feedback / feedback between the audience and also the streamer, Accuracy during live broadcasts According to (Pongratte et al, 2023) His study shows that live streaming has a positive influence on the purchase intention of live streaming users. If live streaming is interesting customers will be interested in buying.…”

Tik Tok Ban in Nepal: Reactions of the public

“…By advertising the product, TikTok users earned so much money (Pahari, 2023). Most people's work was to sit in, advertise products and organizations, and earn money, whereas for many people, it was a source of information, entertainment, and a medium to show off their talent and get opportunities on big platforms (Pongratte et al, 2023).…”