THE INFLUENCE OF LIVE HOST INTERACTION QUALITY, SOCIAL MEDIA PROMOTION AND CONSUMER TRUST ON PURCHASING DECISIONS FOR GIO SAVERINO SHOES ON TIKTOK SHOP
Keywords:
Live Host Interaction Quality, Social Media Promotion, Consumer Trust, Purchase DecisionsAbstract
The development of digital marketing through TikTok Shop has driven changes in consumer behavior in online purchasing. However, the decision to purchase Gio Saverino shoes on TikTok Shop still faces challenges related to the quality of live host interactions, social media promotions, and consumer trust. This study aims to analyze the influence of live host interaction quality, social media promotions, and consumer trust on purchasing decisions for Gio Saverino shoes on TikTok Shop. This study used a quantitative approach with primary data collected through questionnaires. The sample used in the analysis was 96 respondents, and sampling was conducted using purposive sampling. Data analysis used multiple linear regression, t-tests, F-tests, and coefficients of determination. The results showed that live host interaction quality, social media promotions, and consumer trust partially and simultaneously had a positive and significant effect on purchasing decisions. These three variables explained 58.5% of the purchasing decision. The results of the study imply the importance of improving host interaction quality, the effectiveness of social media promotions, and consumer trust as strategies to improve purchasing decisions.
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