The Influence of TikTok Live Streaming on Fashion Product Purchasing Decisions (Case Study of Bengkalis State Polytechnic Students)

Abstract

This research aims to analyze the influence of TikTok live streaming on decisions to purchase fashion products (Case Study of Bengkalis State Polytechnic Students). This type of research is associative research. Data collection was in the form of a questionnaire via Google Form using the Non Probability Sampling sampling method, namely the Purposive Sampling technique. The sample was taken from 100 respondents, namely active students of the Bengkalis State Polytechnic and who had purchased fashion products on TikTok during live streaming. The data analysis method used is simple linear regression. The research results show that TikTok live streaming influences the purchasing decisions of Bengkalis State Polytechnic students by 53.9% and the rest is influenced by other factors not explained in this research.