THE EFFECTS OF PRICE, SERVICE QUALITY, TRUST, AND LIVE STREAMING INTERACTIVITY ON TIKTOK SHOP PURCHASE DECISIONS
Abstract
This study examined the effects of price, service quality, trust, and live-streaming interactivity on purchase decisions among Generation Z consumers using TikTok Shop in Surabaya. Drawing on behavioral accounting and information asymmetry perspectives, the study investigated how economic and non-economic information influences consumer decision-making in social commerce. This research utilized a quantitative method, gathering primary data via structured questionnaires administered to Generation Z consumers on TikTok Shop. To evaluate how the independent variables individually and collectively influence purchasing choices, multiple linear regression analysis was conducted. The results indicate that price, trust, and live-streaming interactivity affect purchase decisions, whereas service quality does not affect purchase decisions. Furthermore, the simultaneous analysis shows that all variables collectively affect purchase decisions. The model explains 75.7% of the variation in purchase decisions, as indicated by an Adjusted R² value of 0.757. These empirical outcomes underscore the critical role of transparent pricing, consumer trust, and interactive live streaming experiences in driving purchase decisions in social commerce environments.
Keywords:
Price Trust Service Quality Live Streaming Interactivity Purchase DecisionsReferences
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