PENGARUH LIVE STREAMING TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN PADA FOLLOWERS AKUN TIKTOK @YSLBEAUTY_INDONESIA

Abstrak

This study aims to analyze the effect of four live broadcasting dimensions namely interactivity, visualization, entertainment, and professionalization on the stepwise purchase decision process, which includes the stages of attention, interest, information search, action, and sharing. This research employs an explanatory quantitative approach by collecting data through questionnaires from ninety-six respondents who are followers of the luxury Beauty brand's official social media account. The data was then analyzed using multiple linear regression. The test results indicate that live broadcasting characteristics simultaneously influence the overall purchasing decision. Partially, the entertainment dimension and the professionalization of the host are proven to be highly effective and significant in triggering initial consumer attention and interest. However, the findings reveal a drastic conversion drop-off anomaly at the action stage. None of the live broadcasting dimensions are able to significantly encourage consumers to make actual instantaneous transactions within the platform. It is concluded that the live broadcasting feature for luxury brands functions excellently as an awareness-building instrument in the early marketing funnel, but it is not strong enough to stand alone as a direct sales channel without the support of physical experience validation or cross-channel marketing strategies.

Kata kunci

• Digital Marketing Communication
• Live Broadcasting
• Luxury Brands
• Pengaruh Live Streaming Tiktok
• consumer behavior
• purchase decision