The Effect Of Live Streaming And Social Presence On Purchase Decisions For Jiniso Products

This study aims to analyze the effect of live streaming on purchase decisions for Jiniso products on the TikTok Shop platform, with social presence as a mediating variable. This study employs a quantitative method with a descriptive approach through a survey of 100 respondents who have watched and purchased Jiniso products via TikTok live streaming. Data analysis employs Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The results indicate that live streaming has a positive and significant effect on purchase decisions, both directly and through social presence. Additionally, live streaming significantly influences social presence, which in turn affects purchase decisions. Intense interaction and a strong sense of social presence in live streaming have been proven to increase consumer trust and confidence in making purchases. These findings suggest that the effectiveness of live streaming can be optimized through strong interaction and a positive social experience. This study offers practical implications for businesses in optimizing digital marketing strategies through live streaming features.

Keywords: Live Streaming, Social Presence, Purchase Decisions, TikTok Shop, Digital Marketing