Determinants of TikTok Live Commerce Purchase Intention: Service Quality, Price, Trust, Customer Review, And Free Shipping

Jurnal Ekonomi, Bisnis & Entrepreneurship Pub Date : 2023-11-30 DOI:10.55208/jebe.v17i2.441

Aji Priambodo

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Abstract

Consumers now favor live commerce greatly, especially those in the younger age group because it offers a direct interaction experience between sellers and customers. The purpose of this study is to analyze the influence of service quality, price, trust, customer reviews, and free shipping on purchase intention in TikTok Live Commerce among students at Institut Teknologi dan Bisnis Muhammadiyah Purbalingga. The population in this study was all students of the Muhammadiyah Purbalingga Institute of Technology and Business, totaling 73 people. The data collection method used in this research is a direct field survey, which involves sampling from a single population using a questionnaire as the main data collection instrument for explanatory purposes. The research findings indicate that service quality has a positive and significant influence on purchase decisions; price has a positive and significant influence on purchase decisions; trust has a positive and significant influence on purchase decisions; customer reviews have no significant influence on purchase decisions; and free shipping has a positive and significant influence on purchase decisions

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TikTok Live Commerce 购买意向的决定因素：服务质量、价格、信任、客户评论和免费送货

现在，消费者，尤其是年轻消费者，非常青睐即时商务，因为它提供了卖家和客户之间直接的互动体验。本研究的目的是分析服务质量、价格、信任度、客户评论和免费送货对 TikTok Live Commerce 购买意向的影响。本研究的研究对象是普巴陵加穆罕默迪亚技术与商业学院的所有学生，共计 73 人。本研究采用的数据收集方法是直接实地调查，即从单一人口中抽样，以问卷作为主要数据收集工具，用于解释目的。研究结果表明，服务质量对购买决策有积极而显著的影响；价格对购买决策有积极而显著的影响；信任对购买决策有积极而显著的影响；客户评价对购买决策无显著影响；免费送货对购买决策有积极而显著的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Jurnal Ekonomi, Bisnis & Entrepreneurship

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