Pengaruh Live Streaming, Online Review, dan Promo Gratis Ongkir terhadap Keputusan Pembelian di TikTok Shop pada Mahasiswa Gen Z Universitas Boyolali Angkatan 2022–2023

Ary Prawanigrum; Luki Sri Aggorowati; Listyowati Puji Rahayu

doi:10.59024/jumek.v4i3.822

Authors

Ary Prawanigrum Universitas Boyolali
Luki Sri Aggorowati Universitas Boyolali
Listyowati Puji Rahayu Universitas Boyolali

DOI:

https://doi.org/10.59024/jumek.v4i3.822

Keywords:

Free Shipping Promotions, Live Streaming, Online Reviews, Purchase Decisions, TikTok Shop.

Abstract

The purpose of this study is to examine how Generation Z students at Universitas Boyolali from the 2022–2023 cohorts are influenced by live streaming, online reviews, and free shipping promotions when making purchases on TikTok Shop. This study used an associative research method in conjunction with a quantitative methodology. A targeted sampling method was utilized to choose 122 participants for the research sample. Information was gathered via questionnaires and examined Employing multiple linear regression techniques via SPSS version 25. The findings indicate that both online reviews (Sig. 0.000 < 0.05) and live streaming (Sig. 0.001 < 0.05) exert a beneficial and statistically meaningful impact on Purchase Decisions. In the meanwhile, purchase decisions are not significantly impacted by free shipping promotions (Sig. 0.068 > 0.05). Purchase decisions are significantly impacted by live streaming, online reviews, and free shipping promotions at the same time (Sig. 0.000 < 0.05). With an Adjusted R Square of 0.474, these variables explain 47.4% of the variance in purchasing decisions, while the remaining factors lie beyond the scope of this research influencing the remaining 52.6%.

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