TITLE:
The Effect of Promotion via TikTok Live Streaming on Consumers’ Buying Interest in Clothing Products
AUTHORS:
Listra Jesika Pongratte, Jingli Liu, Monica Dita Pravita Widya Putri, Adouko Paulin
KEYWORDS:
TikTok, Live Streaming, Promotion, Clothing, Social Media
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.11 No.4,
April
21,
2023
ABSTRACT: This study aims to examine the effect of promotion via TikTok live
streaming on consumer purchase interest in apparel products. This study uses
quantitative analysis. The processed data is the result of distributing
questionnaires. The sampling method is non-probability sampling and the
technique used in collecting respondents is accidental sampling. The data
analysis technique used in this study is simple linear regression. Based on the
results of data analysis, this study shows that promotion via live streaming
TikTok has a positive and significant effect
on consumer buying interest in clothing products. The more often
consumers watch TikTok live streaming from a particular brand, the greater their interest in buying clothing products from
that brand. This research contributes to clothing manufacturers who wish
to expand their promotional reach by using the TikTok platform. This research
can also help marketers to better understand the factors that influence
consumer buying interest and effective promotion strategies via TikTok live
streaming.