EFFECT OF TRUST, PAYMENT METHODS AND LIVE STREAMING ON PURCHASE DECISIONS OF TIKTOK SHOP USERS IN BENGKULU CITY
DOI:
https://doi.org/10.36085/jamekis.v8i3.8827Abstract
The purpose of this study was to determine the influence of trust, payment methods, and live streaming on consumer purchasing decisions. This research is quantitative with an associative approach. The population in this study were consumers who use the TikTok application and have shopped online using TikTok Shop in Bengkulu City. The research sample consisted of 385 respondents selected using purposive sampling. Data collection used a questionnaire with a Likert scale and was analyzed using multiple linear regression. The results showed that the variables of trust, payment methods, and live streaming each had a significant influence on purchasing decisions. Thus, these factors are important to consider in e-commerce marketing strategies on social media platforms.
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