The Influence of SME’S Fashion Product Marketing Communication Through Tiktok’s Live Shopping Broadcast Feature on Purchasing Decisions

Lilis Puspitawati (), Mohammed Irfan Helmy and Nadya Shaffira ()
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Lilis Puspitawati: Universitas Komputer Indonesia, Department of Accountancy, Faculty of Economy and Business
Mohammed Irfan Helmy: Universitas Komputer Indonesia, Department of Communication Science, Faculty of Social and Political Science
Nadya Shaffira: Universitas Padjadjaran, Postgraduate of Communication Science, Faculty of Communication Science

A chapter in Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024), 2024, pp 98-110 from Springer

Abstract: Abstract Live shopping method makes shopping easier, but often leads to impulsive purchases so that consumers become increasingly wasteful because they make transactions without clear needs. This research aims to determine the extent of the influence of marketing communications for Small and Medium Enterprises (UKM) Fashion products @GratusHypeWear through the TikTok live shopping broadcast feature on consumer purchasing decisions in Bandung City. To answer these problems, researchers analyze context, communication, connections and recognition of needs, information search and alternative evaluation. This research uses quantitative research methods with data collection techniques through survey methods. The sampling technique used was simple random sampling with a sample size of 69 respondents. Analysis of this research data uses linear regression analysis. The results of this research show that partially there is a significant influence between context, communication and connection on the decision to purchase fashion products among consumers in the city of Bandung.

Keywords: Communication Marketing; Marketing Media Social; Decision Purchase; Live Shopping; fashion products (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-465-5_9

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