The Influence of Influencer Credibility and Live Streaming Interaction Quality on Glad2Glow Skincare Product Purchase Decisions Through The Tiktok Application in Jabodetabek

Noviana Suci Hestilia; Arissetyanto Nugroho

doi:10.63922/ijebir.v5i04.5553

Noviana Suci Hestilia Management Studies Program, Faculty of Economics and Business, University of Pancasila
Arissetyanto Nugroho Management Studies Program, Faculty of Economics and Business, University of Pancasila

DOI: https://doi.org/10.63922/ijebir.v5i04.5553

Keywords: Influencer Credibility, Live Streaming Interaction Quality, Purchase Decision TikTok

Abstract

This study analyzes the influence of influencer credibility and live streaming interaction quality on purchase decisions for Glad2Glow Skincare products via TikTok. Using a quantitative approach with a survey method on 100 respondents (purposive sampling), data were analyzed using multiple linear regression (SPPS 27.0). Results show that influencer credibility and live streaming interaction quality each have a significant positive partial effect, as well as significant simultaneous effect on purchase decisions, with an Adjusted R Square of 0,778 (77,8% of the variance explained by both variables). Influencer credibility and live streaming interaction quality proved to be important factors, so companies need to optimize both to improve the effectiveness of their digital marketing strategies.

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