The Influence Of Live Streaming And Brand Image On Brand Coach Purchase Decisions
Keywords:
Live Streaming, Brand Image, Purchasing Decision, TikTok Shop, Coach
Abstract
The development of social media has driven changes in consumer behavior in shopping, especially through the live streaming feature on the TikTok Shop platform. On the other hand, brand image is also an important factor that influences purchasing decisions, especially for luxury fashion products such as Coach. This study aims to analyze the influence of live streaming and brand image on purchasing decisions for Coach products on the TikTok Shop platform, both partially and simultaneously. This study uses a quantitative approach with an explanatory research type. The research population is consumers who have purchased Coach products through TikTok Shop. The sampling technique uses purposive sampling with a sample size of 135 respondents. Data collection was carried out by distributing questionnaires using a Likert scale of 1–5. Data analysis uses validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests (partial), F-tests (simultaneous), and coefficients of determination (R²). The results show that partially the live streaming variable does not have a significant effect on purchasing decisions with a calculated t-value of 1.600 and a significance of 0.112 (>0.05). On the other hand, the brand image variable has a positive and significant effect on purchasing decisions with a calculated t value of 8.851 and a significance of 0.000 (<0.05). Simultaneously, the live streaming and brand image variables have a significant effect on purchasing decisions with a calculated F value of 136.096 and a significance of 0.000 (<0.05). The coefficient of determination (R²) value of 0.673 indicates that 67.3% of the variation in purchasing decisions can be explained by the live streaming and brand image variables, while 32.7% is influenced by other factors outside the research model
References
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Pratiwi, NKA, & Ekawati, NW (2020). Brand image mediates the relationship between e-commerce and consumer purchasing decisions. E-Journal of Management, 9(6), 2268–2287. https://doi.org/10.24843/EJMUNUD.2020.v09.i06.p11
Priscilla, GM (2020). The influence of brand image and brand trust on consumer purchasing decisions at PT. XYZ. Journal of Business Management and Entrepreneurship, 4(4), 106–110. https://doi.org/10.24912/jmbk.v4i4.8670
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Rimbasari, A., & Thahira, A. (2024). Consumer purchase decisions in TikTok live: analyzing the role of influencer credibility, immersion, and engagement. Capital, 8(1), 156–156. https://doi.org/10.25273/capital.v8i1.20886
Salem, M. (2023). The Impact of Brand Image on and Purchase Intentions: A Study of Beauty and Personal Care Products. 561–569. https://doi.org/10.1007/978-3-031-42085-6_48
Sartika, SH, & Kurniawan, K. (2023). The Power of Shopee Live Streaming on Generation Z Purchasing Decisions. Co-Value: Journal of Economics, Cooperatives & Entrepreneurship, 14(2). https://doi.org/10.59188/covalue.v14i2.3876
Setiawan, H., Oktaviana, H., Andawas, FDD, Zulkarnaen, MN, & Saripah, W. (2022). The Influence of TikTok Social Media on Student Learning Patterns. Journal of Digital Business, Human Capital, Marketing, Entrepreneurship, Finance, & Business Strategy, 2(1), 28–28. https://doi.org/10.32897/dimmensi.v2i1.1181
Shasya, S., & A, WJ (2024). Yellow Cart Feature on Tiktok as a Medium to Attract Purchase Interest. Indonesian Journal of Social Science. https://doi.org/10.59141/jiss.v5i07.1195
Sintiya, S., & Suzanto, B. (2023). The Influence of Brand Image and Price on Purchase Decision. Business And Science And Technology, 16(2), 240–250. https://doi.org/10.55208/g3qpqb39
Sitepu, J., & Gunawan, D. (2025) stated that live streaming does not have a significant effect on purchasing decisions because it only increases purchasing interest, not the final decision. https://doi.org/10.33395/owner.v7i2.1689
Södergren, J. (2021). Brand authenticity: 25 years of research. International Journal of Consumer Studies, 45(4), 645–663. https://doi.org/10.1111/ijcs.12651
Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. Wiley.
Prasmana, I., et al. (2026) found that live streaming does not directly influence purchasing decisions, but rather only through trust as a mediator. https://doi.org/10.4108/eai.10-11-2023.2343567
Pristiyono, P., & Ihsan, MAA (2023). Analysis of Using Tiktok as Live Marketing in Attracting Consumers' Interest in Buying. Quantitative Economics and Management Studies, 4(3), 453–463. https://doi.org/10.35877/454ri.qems1633
Verina, R., et al. (2024) found that live streaming elements do not always have a significant influence on purchasing decisions for products with high levels of involvement. https://doi.org/10.18196/ijiem.v8i2.19235
Windarko, R., Pratama, F., & Robani, M. (2024). The influence of live streaming on purchasing decisions on TikTok Shop. https://doi.org/10.5281/zenodo.10652432
Wongkito Rungrueng, P., et al. (2020). Live-streaming commerce and consumer purchase intention. https://doi.org/10.1108/IJBR-01-2020-0032
Xu, X., Wu, J., & Li, Q. (2024). Effects of authenticity and social presence in live-streaming commerce.
https://doi.org/10.1016/j.jretconser.2024.xxx
Yu, F., & Zheng, R. (2021). The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-08-2021-0564
Zhang, L., Chen, M., & Zamil, A.M. (2023). Live stream marketing and consumers' purchase intention: An IT affordance perspective using the SOR paradigm. Frontiers in Psychology, 14, 1069050. https://doi.org/10.3389/fpsyg.2023.1069050
Zou, Y. (2023). Influence of Brand Image on Consumer Behavior. Advances in Economics, Management and Political Sciences. https://doi.org/10.54254/2754-1169/48/20230420
Aripin, DK, & Pradana, WD (2024). The influence of live streaming and brand image on purchasing decisions of The Originote products among TikTok Shop users in the Special Region of Yogyakarta. Journal of Management and Social Sciences, 3(3), 200–212.https://journal-stiayappimakassar.ac.id/index.php/Jimas
CNBC Indonesia. (2025). The transaction value of fashion products on TikTok Shop will increase by 47 percent in 2025. Accessed from https://www.cnbcindonesia.com
Databoks. (2024). TikTok Shop dominates the Indonesian social commerce market with over 125 million active users. Katadata Media Network. Accessed fromhttps://databoks.katadata.co.id
Databoks. (2025). Number of TikTok users in Indonesia and the world in 2025. Katadata Media Network. Accessed from https://databoks.katadata.co.id
Dahniar, S., Anugra, W., Sakinah, A., Febrianti, W., & Hasan, M. (2023). Utilization of TikTok Shop Interactive Features and Their Impact on Consumer Purchasing Decisions.https://doi.org/10.55927/ijabm.v2i6.6891
Gunaprya, KRD, & P, KWSP (2025). The Influence of Instagram Digital Marketing and Brand Image on Purchase Decisions. Citizen, 5(5), 1469–1476.https://doi.org/10.53866/jimi.v5i5.1032
Hwang, J., & Youn, S. (2023). From brick-and-mortar to livestream shopping: product information acquisition from the uncertainty reduction perspective. Fashion and Textiles, 10(1). https://doi.org/10.1186/s40691-022-00327-3
Katadata Insight Center. (2025). Report on fashion product purchasing trends via live streaming in Indonesia. Jakarta: Katadata Insight Center.
Katadata Insight Center. (2025). Indonesian consumer behavior in live streaming commerce and social commerce. Jakarta: Katadata Insight Center.
Keller, K. L. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th ed.). Pearson Education.
Kim, J., & Miles, I. (2023). Live Commerce Platforms: A New Paradigm for E-Commerce Platform Economy. Journal of Theoretical and Applied Electronic Commerce Research, 18(2), 959–975. https://doi.org/10.3390/jtaer18020049
Kishan, K., Lu, W., Ng, W.C., Ang, Q.K., & Kenny, Q.W.J. (2025). The Impact of Green Brand Image on Consumer Purchase Intentions. International Journal of Academic Research in Business & Social Sciences. https://doi.org/10.6007/ijarbss/v15-i12/27096
Lestari, A. (2026). The Effect of Luxury Brand and Brand Experience on Customer Loyalty (Coach Brand Case Study). Journal of Motivational Management. https://doi.org/10.29406/jmm.v22i1.8610
Lutviari, HW, Widodo, A., Silvianita, A., & Rubiyanti, N. (2024). Analysis of Factors Affecting Impulse Buying on Shopee and TikTok Live Shopping Platforms: A Conceptual Paper. International Journal Of Integrative Sciences, 3(5), 403–414. https://doi.org/10.55927/ijis.v3i5.9346
Mada, T., & Prabayanti, HR (2024). The influence of live streaming shopping by influencers on purchasing decisions in TikTok Shop. https://doi.org/10.26740/tc.v8i1.58930
Muna, K., & Santoso, B. (2024). TikTok Shop Trade Permit Regulation as an Additional Feature of the TikTok Application in Indonesia. USM Law Review Journal. https://doi.org/10.26623/julr.v7i1.8950
Narayana, KGS, & Rahanatha, GB (2020). The role of brand image in mediating social media marketing on purchasing decisions. E-Journal of Management, 9(5), 1962–1982. https://doi.org/10.24843/EJMUNUD.2020.v09.i05.p16
Nur, ZRF, Rabbiana, INN, Diba, T., & Fitroh, F. (2023). TikTok Shop: Unveiling the Evolution from Social Media to Social Commerce and its Computational Impact on Digital Marketing. Journal of Computer Science and Engineering, 4(2), 88–96. https://doi.org/10.36596/jcse.v4i2.512
Pratiwi, NKA, & Ekawati, NW (2020). Brand image mediates the relationship between e-commerce and consumer purchasing decisions. E-Journal of Management, 9(6), 2268–2287. https://doi.org/10.24843/EJMUNUD.2020.v09.i06.p11
Priscilla, GM (2020). The influence of brand image and brand trust on consumer purchasing decisions at PT. XYZ. Journal of Business Management and Entrepreneurship, 4(4), 106–110. https://doi.org/10.24912/jmbk.v4i4.8670
Priyadi, IA, Hariasih, M., Priyadi, IA, & Hariasih, M. (2023). Purchasing Decisions in Terms of Social Media Marketing, Brand Image, and Price. https://doi.org/10.21070/ups.742
Rimbasari, A., & Thahira, A. (2024). Consumer purchase decisions in TikTok live: analyzing the role of influencer credibility, immersion, and engagement. Capital, 8(1), 156–156. https://doi.org/10.25273/capital.v8i1.20886
Salem, M. (2023). The Impact of Brand Image on and Purchase Intentions: A Study of Beauty and Personal Care Products. 561–569. https://doi.org/10.1007/978-3-031-42085-6_48
Sartika, SH, & Kurniawan, K. (2023). The Power of Shopee Live Streaming on Generation Z Purchasing Decisions. Co-Value: Journal of Economics, Cooperatives & Entrepreneurship, 14(2). https://doi.org/10.59188/covalue.v14i2.3876
Setiawan, H., Oktaviana, H., Andawas, FDD, Zulkarnaen, MN, & Saripah, W. (2022). The Influence of TikTok Social Media on Student Learning Patterns. Journal of Digital Business, Human Capital, Marketing, Entrepreneurship, Finance, & Business Strategy, 2(1), 28–28. https://doi.org/10.32897/dimmensi.v2i1.1181
Shasya, S., & A, WJ (2024). Yellow Cart Feature on Tiktok as a Medium to Attract Purchase Interest. Indonesian Journal of Social Science. https://doi.org/10.59141/jiss.v5i07.1195
Sintiya, S., & Suzanto, B. (2023). The Influence of Brand Image and Price on Purchase Decision. Business And Science And Technology, 16(2), 240–250. https://doi.org/10.55208/g3qpqb39
Sitepu, J., & Gunawan, D. (2025) stated that live streaming does not have a significant effect on purchasing decisions because it only increases purchasing interest, not the final decision. https://doi.org/10.33395/owner.v7i2.1689
Södergren, J. (2021). Brand authenticity: 25 years of research. International Journal of Consumer Studies, 45(4), 645–663. https://doi.org/10.1111/ijcs.12651
Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. Wiley.
Prasmana, I., et al. (2026) found that live streaming does not directly influence purchasing decisions, but rather only through trust as a mediator. https://doi.org/10.4108/eai.10-11-2023.2343567
Pristiyono, P., & Ihsan, MAA (2023). Analysis of Using Tiktok as Live Marketing in Attracting Consumers' Interest in Buying. Quantitative Economics and Management Studies, 4(3), 453–463. https://doi.org/10.35877/454ri.qems1633
Verina, R., et al. (2024) found that live streaming elements do not always have a significant influence on purchasing decisions for products with high levels of involvement. https://doi.org/10.18196/ijiem.v8i2.19235
Windarko, R., Pratama, F., & Robani, M. (2024). The influence of live streaming on purchasing decisions on TikTok Shop. https://doi.org/10.5281/zenodo.10652432
Wongkito Rungrueng, P., et al. (2020). Live-streaming commerce and consumer purchase intention. https://doi.org/10.1108/IJBR-01-2020-0032
Xu, X., Wu, J., & Li, Q. (2024). Effects of authenticity and social presence in live-streaming commerce.
https://doi.org/10.1016/j.jretconser.2024.xxx
Yu, F., & Zheng, R. (2021). The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-08-2021-0564
Zhang, L., Chen, M., & Zamil, A.M. (2023). Live stream marketing and consumers' purchase intention: An IT affordance perspective using the SOR paradigm. Frontiers in Psychology, 14, 1069050. https://doi.org/10.3389/fpsyg.2023.1069050
Zou, Y. (2023). Influence of Brand Image on Consumer Behavior. Advances in Economics, Management and Political Sciences. https://doi.org/10.54254/2754-1169/48/20230420
Published
2026-07-16
How to Cite
Agung Bayu Seto. (2026). The Influence Of Live Streaming And Brand Image On Brand Coach Purchase Decisions. International Journal of Economics, Business and Innovation Research, 5(04), 4336-4353. https://doi.org/10.63922/ijebir.v5i04.5028
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