Era ini perusahaan semakin memanfaatkan platform media sosial untuk memasarkan produk mereka, salah satunya melalui strategi live streaming shopping di TikTok. Penelitian ini mengacu pada teori S-O-R (Stimulus-Organism-Response) dan bertujuan untuk menguji pengaruh live streaming shopping TikTok terhadap minat beli konsumen produk DR SHIELD. Pendekatan yang digunakan adalah kuantitatif eksplanatif dengan metode survei. Sebanyak 166 responden dilibatkan dalam penelitian ini, yang dipilih melalui teknik simple random sampling. Data yang diperoleh dianalisis untuk memahami hubungan antara variabel independen (live streaming shopping) dan variabel dependen (minat beli konsumen). Hasil analisis menunjukkan bahwa live streaming shopping TikTok memberikan pengaruh sebesar 29,1% terhadap minat beli konsumen, sedangkan 70,9% sisanya dipengaruhi oleh faktor lain yang tidak diteliti. Temuan ini mengindikasikan bahwa strategi pemasaran melalui live streaming shopping mampu meningkatkan minat beli konsumen, meskipun pengaruhnya masih tergolong rendah. Penelitian ini memberikan kontribusi berharga bagi perusahaan dalam mengembangkan strategi pemasaran digital yang lebih efektif, khususnya melalui live streaming shopping di media sosial.
Kata kunci: Live streaming shopping, minat pembelian, strategi pemasaran
In this era, companies are increasingly utilizing social media platforms to market their products, one of which is through a live streaming shopping strategy on TikTok. This research is based on the S-O-R (Stimulus-Organism-Response) theory with the aim of examining the effect of TikTok live streaming shopping on consumer buying interest in DR SHIELD products. This research uses an explanatory quantitative approach with a survey method. Respondents in this study amounted to 166 people selected using simple random sampling technique. The collected data were analyzed to determine the relationship between the independent variable (live streaming shopping) and the dependent variable (consumer buying interest). The results showed that TikTok live streaming shopping has an influence of 29.1% on consumer buying interest, while the remaining 70.9% is influenced by other factors outside the variables studied. This finding proves that marketing strategies through live streaming shopping contribute to increasing consumer buying interest, although the effect is still relatively weak. This research provides important insights for companies in optimizing digital marketing strategies, especially through live streaming shopping on social media platforms.
Keywords: Live streaming shopping, purchase interest, marketing strategy