VIRAL MARKETING, LIVE STREAMING, DAN GRATIS ONGKOS KIRIM DALAM KEPUTUSAN PEMBELIAN

Risma Musfiyana; Hafif Barnitya Milano

doi:10.33747/capital.v8i1.384

Risma Musfiyana STIE SEMARANG
Hafif Barnitya Milano Universitas Sains Teknologi Ekonomi Digital Indonesia

DOI: https://doi.org/10.33747/capital.v8i1.384

Keywords: free shipping; live streaming; purchase decision; viral marketing

Abstract

This study aims to analyze the effects of viral marketing, live streaming, and free shipping on purchase decisions among TikTok Shop users in Semarang. A quantitative associative approach was applied. The population consisted of TikTok Shop users in Semarang, with 100 respondents selected using purposive sampling. Data were collected through a five-point Likert questionnaire and analyzed using SPSS, including validity, reliability, classical assumption, t-test, F-test, multiple linear regression, and coefficient of determination. The findings show that viral marketing significantly affects purchase decisions with a significance value of 0.010 and a regression coefficient of 0.187. Live streaming also has a significant effect with a significance value of 0.000 and a coefficient of 0.815, making it the most dominant variable. Free shipping significantly affects purchase decisions with a significance value of 0.000 and a coefficient of 0.311. The R² value of 0.816 indicates that the three independent variables explain 81.6% of the variation in purchase decisions. These findings highlight the importance of integrating digital content, real-time interaction, and shipping-cost incentives in TikTok Shop marketing strategies