Pengaruh Siaran Langsung dan Konten Promosi Terhadap Minat Beli Mahasiswa di Tiktok Shop

Shilvi Carriana; Tito Nur Mustika

doi:10.55352/ekis.v8i2.3183

Authors

Shilvi Carriana Universitas Sunan Drajat Lamongan
Tito Nur Mustika Universitas Sunan Drajat Lamongan

DOI:

https://doi.org/10.55352/ekis.v8i2.3183

Keywords:

Asumsi Rasionalitas; Ekonomi Mikro Islam

Abstract

The development of social media has led to the emergence of social commerme platforms such as TikTok Shop, which integrates entertainment, promotions in one applicacion. This study aims to analyze the influence of live broadcasts and promotional content on students' purchasing interest in TikTok Shop. This study used a qualitative approach with in-depth interviews with students who actively use TikTok Shop. Data were analyzed using thematic analysis to identify key patterns and themes that influence purchasing interest. The results show that live broadcasts play a crucial role in building trust through real-time interactions and increasing product understanding, while promotional content serves as the initial step in attracting consumers. The combination of the two has proven effective in increasing students' purchasing interest. This study provides practical tools for digital entrepreneurs and content creators in designing live streaming-based marketing

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