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Abstract

Penelitian ini bertujuan untuk menyelidiki pengaruh live streaming shopping TikTok terhadap niat pembelian konsumen OTSKY dari Generasi Z di Bandar Lampung. Populasi penelitian ini terdiri dari individu Generasi Z di Bandar Lampung yang sebelumnya pernah menonton live streaming OTSKY di TikTok Live. Penelitian ini menggunakan teknik non-probability sampling dengan pendekatan purposive sampling, yang melibatkan 130 sampel. Sebagai penelitian kuantitatif, data dikumpulkan melalui kuesioner. Metode analisis data yang digunakan dalam penelitian ini adalah regresi linier berganda, yang dilakukan dengan bantuan SPSS. Temuan penelitian menunjukkan bahwa kredibilitas streamer, kekayaan media, dan interaktivitas secara signifikan memengaruhi niat pembelian.

Keywords

live streaming shopping kredibilitas streamer kekayaan media interaktivitas niat beli

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How to Cite
Prilariesa, D. ., & Sari, A. . (2025). Pengaruh Live Streaming Shopping TikTok terhadap Niat Beli Produk OTSKY (Studi pada Konsumen Generasi Z di Bandar Lampung). Economics and Digital Business Review, 6(2), 1541–1553. Retrieved from https://ojs.stieamkop.ac.id/index.php/ecotal/article/view/2844
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