Analisis Faktor Penentu Kesuksesan Penjualan Dengan Aplikasi Tiktok sebagai Media Live Streaming Penjualan

Abstract

This study aims to analyze the key factors influencing TikTok’s success as a live streaming sales platform. In the digital era, TikTok has emerged as a popular platform for e-commerce, especially in the form of live streaming, allowing real-time interaction between sellers and consumers. This research identifies four main latent variables as determinants of sales success: Content Quality, User Interaction, Host Credibility, and User Experience. Data was collected through an online survey from active TikTok users and sellers participating in live streaming sales sessions. Structural Equation Modeling (SEM) was used to examine the relationships between variables and to determine the influence of each factor on the dependent variable, Sales Success. The results indicate that all factors have a positive and significant impact on sales success through TikTok. The research model explains approximately 68% of the variance in sales success, suggesting that the examined factors are primary determinants that should be considered by sellers. These findings provide important practical implications for marketers and businesses using TikTok as a sales platform, particularly in terms of improving content quality, enhancing user interaction, building host credibility, and delivering a captivating user experience. By focusing on these factors, sellers can optimize their live streaming strategies to effectively boost sales.

Keywords: E-Commerce, Live streaming, Tiktok