Influence live streaming TikTok to purchase intention of skincare products in Indonesia

Abstract

TikTok  Live  Streaming  accommodates  the  needs  of  sellers  to  be  able  to communicate  two-way  between  sellers  and  buyers.  A  new  type  of  online business called live streaming allows users to watch and make purchases. The host is the person who sells the goods during the live-streaming event, and the live streaming platform is the location where the live-streaming takes place. The purpose of this study is to further understand the factors that determine customer  purchase  intention  through  tiktok  live  streaming  using  the  IAM model.  In  previous  research,  several  variables  in  the  IAM  model  have  a positive correlation with purchase intention. This study aims to see the impact of   adding   one   variable,   namely   perceived   persuasiveness   within   the framework of the IAM modelon purchase intention. This research aims to see the  impact of  adding one variable,  perceived persuasiveness  in  IAM  model framework  on  purchase  intention.  This  study using  the  quantitative  method was employed using partial least square structural equationmodeling (PLS-SEM).  The  SmartPLS  4.0  software  was  applied  to  examine  the  proposed model.