The Influence of Live Shopping and Word of Mouth Promotions on Purchasing Decisions which are Moderate by Price on Tiktok Shop Users (Case Study of The Originote Skincare Products in Pandeglang Regency)
DOI:
https://doi.org/10.35145/icobima.v3i2.5101Kata Kunci:
Live Shopping, Word of Mouth Promotion, Price, Purchase DecisionAbstrak
This study aims to analyze the effect of Live Shopping on purchasing decisions with price as a moderating variable, on skincare products the Originote in pandeglang district on purchasing tiktok Shop. Using quantitative methods with an associative approach, this study involved 140 respondents who were taken evenly from 35 sub-districts in Pandeglang Regency, with 4 samples from each sub-district. Data was collected through questionnaires and analyzed using the Partial Least Squares (PLS) method. The results showed that Live Shopping has a positive and significant effect on purchasing decisions, while Word of Mouth promotion has a positive but insignificant effect on purchasing decisions. In addition, price is proven to moderate negatively / weaken and positively / strengthen between Live Shopping and word of mouth promotion on purchasing decisions. these findings provide important information for digital marketing strategies, especially in the context of e-commerce and the use of social media platforms to increase sales.
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Referensi
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Budiman, A., & Erdiansyah, R. (2022). Pengaruh Word of Mouth dan Sales Promotion terhadap Keputusan Pembelian (Survei terhadap Produk CV. Anugrah Kencana Makmur). Prologia, 6(1), 193. https://doi.org/10.24912/pr.v6i1.10389
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Huang, H., Blommaert, J., & Van Praet, E. (2020). “Oh My God! Buy It!†a Multimodal Discourse Analysis of the Discursive Strategies Used By Chinese Ecommerce Live-Streamer Austin Li. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 12427 LNCS, 305–327. https://doi.org/10.1007/978-3-030-60152-2_24
Korowa, E., Sumayku, S., & Asaloei, S. (2018). Pengaruh Kelengkapan Produk dan Harga terhadap Pembelian Ulang Konsumen. Jurnal Administrasi Bisnis, 6(3), 27–34.
Lăzăroiu, G., Popescu, G. H., & Nica, E. (2020). The role of electronic word-of-mouth in influencing consumer repurchase intention in social commerce. SHS Web of Conferences, 74, 03003. https://doi.org/10.1051/shsconf/20207403003
Lin, Q., & Nuangjamnong, C. (2022). Exploring the Role of Influencers and Customer Engagement on Purchase Intention in TikTok Live Streaming Shopping. International Journal of Social Sciences and Humanities Invention, 9(12), 7469–7498. https://doi.org/10.18535/ijsshi/v9i012.04
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Nada, F., Ramadhayanti, A., & Masahere, U. (2023). Pengaruh Content Marketing dan Live Shopping Terhadap Keputusan Pembelian Produk Fashion pada Pengguna Tiktok Shop. Jurnal Ekonomi Bisnis Antartika, 1(1), 9– 16.
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Porter, M. (2017). WOM Or eWOM, Is There A Difference?: An Extension of the Social Communication Theory to Consumer Purchase Related Attitudes. 1–113.
Rahmawati, F. P. I., & Dermawan, R. (2023). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Lipstik Pixy Cosmetics di Kota Surabaya). Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(2), 2823–2835. https://doi.org/10.47467/alkharaj.v6i2.4229
Ramadhan, P., Guswandi, & Subagja, I. K. (2020). The influence of use of social and electronic word of mouth media to buying decisions in mediation by trust in tokopedia services users. International Journal of Applied Research, 6(3), 213–221.
Sian, D. S. C., & Brandinie, M. (2022). Pengaruh Word of Mouth (WOM) dan Cita Rasa Terhadap Keputusan Pembelian Konsumen di Restoran Ropang Plus Plus, Pluit Sakti. Institute an Bisnis Informatika Kwik Kian Gie, 1–15.
Ansorimal, Panjaitan, H. P., & Chandra, T. (2022). The Influence of the Work Creation Law Draft on Abnormal Return and Trading Volume Activity in LQ45 Share. Journal of Applied Business and Technology, 3(1), 17–25.
Chandra, S., Tianto, A., Veronica, V., Ng, M., & David, D. (2023). The Influence of Products, Prices, Promotions, and Places on Purchase Decisions at PT. Arta Agrindo Subur Pratama Pekanbaru. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(1), 257–270. https://doi.org/https://doi.org/10.35145/icobima.v2i1.4084
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Desnelita, Y., Cesar, M., Gustientiedina, G., Hajjah, A., & Putri, R. N. (2025). Implementation of Certainty Factor Method in Mental Health Diagnosis Expert System in Adolescents Aged 18-24 Years. Journal of Applied Business and Technology (JABT), 6(1), 42–51. https://doi.org/10.35145/jabt.v6i1.195
Fadrul, F., Wijaya, F. T., Natalia, A., Estu, A. Z., Novitriansyah, B., & Hadi, S. (2024). The Effect of Profitability Ratio, Solvability Ratio, and Liquidity Ratio on Stock Price at Sector Company Consumer Non-Cyclicals Listed in Indonesia Stock Exchange Period 2017-2021. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(2), 317–331. https://doi.org/https://doi.org/10.35145/icobima.v2i2.4380
Hafni, L., Anita, A., Vanesa, S., Safari, S., & Tjahjana, D. J. S. (2024). An Exploration of the Relationship between Leadership, Motivation, Environment, and Performance in Small and Medium Food Distribution Enterprises. Journal of Applied Business and Technology, 5(2), 105–115. https://doi.org/https://doi.org/10.35145/jabt.v5i2.167
Hutahuruk, M. B., Sudarno, S., Valencia, E., Angelina, D., & Priyono, P. (2024). Analysis of the Influence of CAR, LDR, NIM, BOPO, and NPL on Profitability in Conventional Banking Companies Listed on the IDX in 2017-2021. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(2), 332–347. https://doi.org/https://doi.org/10.35145/icobima.v2i2.4381
Imarni, Chandra, T., & Ginting, Y. M. (2022). Leadership, Discipline, and Organizational Culture on Job Satisfaction and Teacher Performance at State Junior High Schools in Bandar Petalangan District, Pelalawan Regency. Journal of Applied Business and Technology, 3(3), 272–286.
Infante, Y. O. T. A. Y., Arlyana, L., Haristan, M., & Akri, P. (2024). The Effect of Current Ratio, Debt To Equity Ratio, and Return on Assets on Dividend Policy Industrial Consumption Goods Sector Companies Listed in The Indonesian Stock Exchange Year 2013 – 2016. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(2), 391–401. https://doi.org/https://doi.org/10.35145/icobima.v2i2.4486
Junaedi, A. T., Renaldo, N., Suhardjo, S., Musa, S., & Veronica, K. (2024). Credit Risk Prediction Model Using Artificial Intelligence in Digital Financial Systems. Business Management and Accounting (ICOBIMA), 3(1), 127–134. https://doi.org/10.35145/icobima.v3i1.5092
Juprizon, Chandra, T., & Komardi, D. (2022). Work Environment, Compensation, and Supervision on Job Satisfaction and Teacher Performance at SMA Negeri 1 Kampar. Journal of Applied Business and Technology, 3(3), 235–250.
Marlim, Y. N., William, W., Susanti, W., Fadrul, F., Nicholas Renaldo, Musa, S., & Wahid, N. (2025). Designing Startup Application “LaKu†for MSME in Riau Based on Android. Journal of Applied Business and Technology, 6(2), 125–134. https://doi.org/10.35145/jabt.v6i2.228
Mukhsin, M., Renaldo, N., Junaedi, A. T., Veronica, K., & Cecilia, C. (2023). Innovative Approaches to Cloud-Based Accounting Information Systems: Integrating AI, Blockchain, and IoT. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(1), 288–294. https://doi.org/https://doi.org/10.35145/icobima.v2i1.4375
Nasien, D., Hasmil Adiya, M., Farkhan, M., Rahmadhani, U. S., & Samah, A. A. (2025). Automated Waste Classification Using YOLOv11: A Deep Learning Approach for Sustainable Recycling. Journal of Applied Business and Technology, 6(1), 68–74. https://doi.org/10.35145/jabt.v6i1.205
Panjaitan, H. P., Lumenta, M. Y., Febriyanto, F., Suyono, S., Rusilawati, E., & Kudri, W. M. (2023). The Influence of Leadership, Motivation, and Compensation on Employee Performance at PT. LG Electronics. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(1), 238–256. https://doi.org/https://doi.org/10.35145/icobima.v2i1.4070
Panjaitan, H. P., Vinson, V., Yani, F., Sitompul, S. S., Sari, O., & Lubis, W. M. C. (2024). Influence of Product Quality, Price, Brand Image and Promotion on Customer Satisfaction on Lazada (Case Study in Pekanbaru City Communities). Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(2), 373–390. https://doi.org/https://doi.org/10.35145/icobima.v2i2.4391
Purwati, A. A., Kurniawan, E., Chandra, T., Deli, M. M., Hamzah, M. L., & Abdullah, S. I. N. W. (2025). Unlocking Consumer Behavior: The Interplay of Marketing Mix and Hygiene Perceptions in Kembar Water’s Market Success. Journal of Applied Business and Technology, 6(2), 135–145. https://doi.org/10.35145/jabt.v6i2.197
Purwati, A. A., Suriyanti, L. H., Retnawati, S. F., Yusrizal, Y., & Desnelita, Y. (2024). Technology-based Waste Management in Batik Production. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 3(1), 1–7. https://doi.org/10.35145/icobima.v3i1.4525
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Aptaguna, A., & Pitaloka, E. (2016). Pengaruh Kualitas Layanan Dan Harga Terhadap Minat Beli Jasa Go-Jek. Widyakala Journal, 3(2012), 49. https://doi.org/10.36262/widyakala.v3i0.24
Arda, M. (2017). Analysis of Effect of Promotion and Word of Mouth on Purchase Decision : Case of Student University of Muhammadiyah Sumatera Utara. Annual International Conference (AIC) Syiah Kuala University, 334–341.
Buchari alma. (2016). MANAJEMEN PEMASARAN & PEMASARAN JASA. alfabeta.
Budiman, A., & Erdiansyah, R. (2022). Pengaruh Word of Mouth dan Sales Promotion terhadap Keputusan Pembelian (Survei terhadap Produk CV. Anugrah Kencana Makmur). Prologia, 6(1), 193. https://doi.org/10.24912/pr.v6i1.10389
Devi, A. C., & Fadli, U. M. (2023). Analisis Keputusan Pembelian Produk E-Commerce Shopee Di Kalangan Mahasiswa Universitas Buana Perjuangan Karawang. Journal of Student Research (JSR), 1(5), 113–123.
Hamid, R. S., & Anwar, S. M. (2019). (2019). Structural Equation Modeling (SEM) berbasis varian: Konsep dasar dan aplikasi program Smart PLS 3.2.8. dalam riset bisnis. Inkubator Penulis Indonesia.
Huang, H., Blommaert, J., & Van Praet, E. (2020). “Oh My God! Buy It!†a Multimodal Discourse Analysis of the Discursive Strategies Used By Chinese Ecommerce Live-Streamer Austin Li. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 12427 LNCS, 305–327. https://doi.org/10.1007/978-3-030-60152-2_24
Korowa, E., Sumayku, S., & Asaloei, S. (2018). Pengaruh Kelengkapan Produk dan Harga terhadap Pembelian Ulang Konsumen. Jurnal Administrasi Bisnis, 6(3), 27–34.
Lăzăroiu, G., Popescu, G. H., & Nica, E. (2020). The role of electronic word-of-mouth in influencing consumer repurchase intention in social commerce. SHS Web of Conferences, 74, 03003. https://doi.org/10.1051/shsconf/20207403003
Lin, Q., & Nuangjamnong, C. (2022). Exploring the Role of Influencers and Customer Engagement on Purchase Intention in TikTok Live Streaming Shopping. International Journal of Social Sciences and Humanities Invention, 9(12), 7469–7498. https://doi.org/10.18535/ijsshi/v9i012.04
Ma, L., Gao, S., & Zhang, X. (2022). How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China. Sustainability (Switzerland), 14(2), 1–20. https://doi.org/10.3390/su14021045
Nada, F., Ramadhayanti, A., & Masahere, U. (2023). Pengaruh Content Marketing dan Live Shopping Terhadap Keputusan Pembelian Produk Fashion pada Pengguna Tiktok Shop. Jurnal Ekonomi Bisnis Antartika, 1(1), 9– 16.
Nurchasanah, D., & Udayana, I. B. N. (2023). Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian pada Aplikasi Tiktok Shop. Reslaj : Religion Education Social Laa Roiba Journal, 5(3), 1081–1095. https://doi.org/10.47467/reslaj.v5i3.1693
Porter, M. (2017). WOM Or eWOM, Is There A Difference?: An Extension of the Social Communication Theory to Consumer Purchase Related Attitudes. 1–113.
Rahmawati, F. P. I., & Dermawan, R. (2023). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Lipstik Pixy Cosmetics di Kota Surabaya). Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(2), 2823–2835. https://doi.org/10.47467/alkharaj.v6i2.4229
Ramadhan, P., Guswandi, & Subagja, I. K. (2020). The influence of use of social and electronic word of mouth media to buying decisions in mediation by trust in tokopedia services users. International Journal of Applied Research, 6(3), 213–221.
Sian, D. S. C., & Brandinie, M. (2022). Pengaruh Word of Mouth (WOM) dan Cita Rasa Terhadap Keputusan Pembelian Konsumen di Restoran Ropang Plus Plus, Pluit Sakti. Institute an Bisnis Informatika Kwik Kian Gie, 1–15.
Ansorimal, Panjaitan, H. P., & Chandra, T. (2022). The Influence of the Work Creation Law Draft on Abnormal Return and Trading Volume Activity in LQ45 Share. Journal of Applied Business and Technology, 3(1), 17–25.
Chandra, S., Tianto, A., Veronica, V., Ng, M., & David, D. (2023). The Influence of Products, Prices, Promotions, and Places on Purchase Decisions at PT. Arta Agrindo Subur Pratama Pekanbaru. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(1), 257–270. https://doi.org/https://doi.org/10.35145/icobima.v2i1.4084
Dalil, M., Sofyan Arief, D., Jahrizal, J., Junaedi, A. T., Susanti, W., Tendra, G., Renaldo, N., Koto, J., Musa, S., Wahid, N., & Cecilia, C. (2024). Empowering Farmers Through a Practical and Energy-Efficient Goat Feed Chopping Machine. International Conference on Business Management and Accounting, 2(2), 402–409. https://doi.org/10.35145/icobima.v2i2.5075
Desnelita, Y., Cesar, M., Gustientiedina, G., Hajjah, A., & Putri, R. N. (2025). Implementation of Certainty Factor Method in Mental Health Diagnosis Expert System in Adolescents Aged 18-24 Years. Journal of Applied Business and Technology (JABT), 6(1), 42–51. https://doi.org/10.35145/jabt.v6i1.195
Fadrul, F., Wijaya, F. T., Natalia, A., Estu, A. Z., Novitriansyah, B., & Hadi, S. (2024). The Effect of Profitability Ratio, Solvability Ratio, and Liquidity Ratio on Stock Price at Sector Company Consumer Non-Cyclicals Listed in Indonesia Stock Exchange Period 2017-2021. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(2), 317–331. https://doi.org/https://doi.org/10.35145/icobima.v2i2.4380
Hafni, L., Anita, A., Vanesa, S., Safari, S., & Tjahjana, D. J. S. (2024). An Exploration of the Relationship between Leadership, Motivation, Environment, and Performance in Small and Medium Food Distribution Enterprises. Journal of Applied Business and Technology, 5(2), 105–115. https://doi.org/https://doi.org/10.35145/jabt.v5i2.167
Hutahuruk, M. B., Sudarno, S., Valencia, E., Angelina, D., & Priyono, P. (2024). Analysis of the Influence of CAR, LDR, NIM, BOPO, and NPL on Profitability in Conventional Banking Companies Listed on the IDX in 2017-2021. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(2), 332–347. https://doi.org/https://doi.org/10.35145/icobima.v2i2.4381
Imarni, Chandra, T., & Ginting, Y. M. (2022). Leadership, Discipline, and Organizational Culture on Job Satisfaction and Teacher Performance at State Junior High Schools in Bandar Petalangan District, Pelalawan Regency. Journal of Applied Business and Technology, 3(3), 272–286.
Infante, Y. O. T. A. Y., Arlyana, L., Haristan, M., & Akri, P. (2024). The Effect of Current Ratio, Debt To Equity Ratio, and Return on Assets on Dividend Policy Industrial Consumption Goods Sector Companies Listed in The Indonesian Stock Exchange Year 2013 – 2016. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(2), 391–401. https://doi.org/https://doi.org/10.35145/icobima.v2i2.4486
Junaedi, A. T., Renaldo, N., Suhardjo, S., Musa, S., & Veronica, K. (2024). Credit Risk Prediction Model Using Artificial Intelligence in Digital Financial Systems. Business Management and Accounting (ICOBIMA), 3(1), 127–134. https://doi.org/10.35145/icobima.v3i1.5092
Juprizon, Chandra, T., & Komardi, D. (2022). Work Environment, Compensation, and Supervision on Job Satisfaction and Teacher Performance at SMA Negeri 1 Kampar. Journal of Applied Business and Technology, 3(3), 235–250.
Marlim, Y. N., William, W., Susanti, W., Fadrul, F., Nicholas Renaldo, Musa, S., & Wahid, N. (2025). Designing Startup Application “LaKu†for MSME in Riau Based on Android. Journal of Applied Business and Technology, 6(2), 125–134. https://doi.org/10.35145/jabt.v6i2.228
Mukhsin, M., Renaldo, N., Junaedi, A. T., Veronica, K., & Cecilia, C. (2023). Innovative Approaches to Cloud-Based Accounting Information Systems: Integrating AI, Blockchain, and IoT. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(1), 288–294. https://doi.org/https://doi.org/10.35145/icobima.v2i1.4375
Nasien, D., Hasmil Adiya, M., Farkhan, M., Rahmadhani, U. S., & Samah, A. A. (2025). Automated Waste Classification Using YOLOv11: A Deep Learning Approach for Sustainable Recycling. Journal of Applied Business and Technology, 6(1), 68–74. https://doi.org/10.35145/jabt.v6i1.205
Panjaitan, H. P., Lumenta, M. Y., Febriyanto, F., Suyono, S., Rusilawati, E., & Kudri, W. M. (2023). The Influence of Leadership, Motivation, and Compensation on Employee Performance at PT. LG Electronics. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(1), 238–256. https://doi.org/https://doi.org/10.35145/icobima.v2i1.4070
Panjaitan, H. P., Vinson, V., Yani, F., Sitompul, S. S., Sari, O., & Lubis, W. M. C. (2024). Influence of Product Quality, Price, Brand Image and Promotion on Customer Satisfaction on Lazada (Case Study in Pekanbaru City Communities). Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(2), 373–390. https://doi.org/https://doi.org/10.35145/icobima.v2i2.4391
Purwati, A. A., Kurniawan, E., Chandra, T., Deli, M. M., Hamzah, M. L., & Abdullah, S. I. N. W. (2025). Unlocking Consumer Behavior: The Interplay of Marketing Mix and Hygiene Perceptions in Kembar Water’s Market Success. Journal of Applied Business and Technology, 6(2), 135–145. https://doi.org/10.35145/jabt.v6i2.197
Purwati, A. A., Suriyanti, L. H., Retnawati, S. F., Yusrizal, Y., & Desnelita, Y. (2024). Technology-based Waste Management in Batik Production. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 3(1), 1–7. https://doi.org/10.35145/icobima.v3i1.4525
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2025-05-31
