Pengaruh Harga dan Promosi Live Streaming terhadap Minat Pembelian di Marketplace Tiktok: The Influence of Price and Live Streaming Promotion on Purchase Interest in the TikTok Marketplace

Rachel Elisabeth

Authors

Rachel Elisabeth Program Studi Manajemen, Universitas Bina Sarana Informatika, Indonesia

Keywords:

Live Streaming Promotion, Price, Purchase Interest

Abstract

The development of social media-based e-commerce has encouraged the birth of new marketing strategies, such as promotions through live streaming features on TikTok Shop. This study aims to analyze the effect of price and live streaming promotions on consumer purchasing interest, focusing on the Hoki Acc store as the object of study. The method used is quantitative, with multiple linear regression techniques on data obtained from 40 TikTok user respondents who have made or are interested in making purchases through live streaming. The results of the study show that live streaming promotions have a significant effect on purchasing interest (p = 0.002), while price does not show a significant effect (p = 0.665). Simultaneously, price and promotion have a significant effect on purchasing interest with an R² value of 0.403. This finding confirms that interactive communication strategies through live streaming are more effective in encouraging consumer purchasing interest than just price factors. The implications of this study encourage business actors to prioritize visual and interactive approaches in marketing products. This study also provides theoretical contributions to strengthening the Stimulus–Organism–Response (SOR) theory in the context of digital commerce.

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