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Home > Articles

Pengaruh Interpersonal Interactions terhadap Purchase Intention pada TikTok Shop Live Streaming

  • Melissa Margaretta
    Universitas Surabaya

  • Erna Andajani
    Universitas Surabaya

  • Fitri Novika
    Universitas Surabaya


DOI: https://doi.org/10.37034/infeb.v6i4.1013
Keywords: Shopping Live Streaming, Swift Guanxi, Purchase Intention, Interpersonal Interaction, Perceived Informativeness

Abstract

This study aims to analyze the influence of perceived expertise, perceived similarity, perceived familiarity, perceived likability, perceived informativeness, perceived responsiveness, and swift guanxi that can affect purchase intention in shopping on TikTok Shop through live streaming. The research uses a quantitative method. A survey was conducted by distributing a questionnaire via Google Forms to 327 respondents. The data were analyzed using Smart PLS 4.0. The study found that swift guanxi occurring during live streaming influences purchase intention. The results also showed that perceived expertise, perceived similarity, perceived likeability, perceived informativeness, and perceived responsiveness influence swift guanxi, thereby increasing purchase intention. Meanwhile, perceived familiarity does not affect swift guanxi.

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References

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Published
2024-12-31
Issue
Vol. 6, No. 4 (December 2024)
Section
Articles
How to Cite
Margaretta, M., Andajani, E., & Novika, F. (2024). Pengaruh Interpersonal Interactions terhadap Purchase Intention pada TikTok Shop Live Streaming. Jurnal Informatika Ekonomi Bisnis, 6(4), 884-890. https://doi.org/10.37034/infeb.v6i4.1013
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