Pengaruh Penggunaan Fitur Live Streaming terhadap Keputusan Pembelian Konsumen pada Aplikasi TikTok

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Live streaming significantly boosts consumer purchasing decisions, reflecting its impact on digital commerce.
The study found a strong t-value of 10.178, surpassing the critical threshold, indicating significant results.
Using a quantitative field study method, the analysis involved 64 participants from the Islamic Economics program.
With an R2 of 62.6%, live streaming has a notable influence on decision-making, highlighting its role in e-commerce.

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Quantitative field study reveals live streaming boosts purchasing decisions among students, indicating strong influence on e-commerce.

Tepu et al. (2025) studied this question.

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