Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)

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The Influence of SME’S Fashion Product Marketing Communication Through Tiktok’s Live Shopping Broadcast Feature on Purchasing Decisions

Authors
Lilis Puspitawati1, *, Mohammed Irfan Helmy2, Nadya Shaffira3
1Department of Accountancy, Faculty of Economy and Business, Universitas Komputer Indonesia, Jalan Dipati Ukur 102-106, Bandung, Indonesia
2Department of Communication Science, Faculty of Social and Political Science, Universitas Komputer Indonesia, Jalan Dipati Ukur 102-106, Bandung, Indonesia
3Postgraduate of Communication Science, Faculty of Communication Science, Universitas Padjadjaran, Jl. Raya Bandung-Sumedang KM. 21, Bandung, Indonesia
*Corresponding author. Email: Lilis.puspitawati@email.unikom.ac.id
Corresponding Author
Lilis Puspitawati
Available Online 29 July 2024.
DOI
10.2991/978-94-6463-465-5_9How to use a DOI?
Keywords
Communication Marketing; Marketing Media Social; Decision Purchase; Live Shopping; fashion products
Abstract

Live shopping method makes shopping easier, but often leads to impulsive purchases so that consumers become increasingly wasteful because they make transactions without clear needs. This research aims to determine the extent of the influence of marketing communications for Small and Medium Enterprises (UKM) Fashion products @GratusHypeWear through the TikTok live shopping broadcast feature on consumer purchasing decisions in Bandung City. To answer these problems, researchers analyze context, communication, connections and recognition of needs, information search and alternative evaluation. This research uses quantitative research methods with data collection techniques through survey methods. The sampling technique used was simple random sampling with a sample size of 69 respondents. Analysis of this research data uses linear regression analysis. The results of this research show that partially there is a significant influence between context, communication and connection on the decision to purchase fashion products among consumers in the city of Bandung.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
29 July 2024
ISBN
978-94-6463-465-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-465-5_9How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Lilis Puspitawati
AU  - Mohammed Irfan Helmy
AU  - Nadya Shaffira
PY  - 2024
DA  - 2024/07/29
TI  - The Influence of SME’S Fashion Product Marketing Communication Through Tiktok’s Live Shopping Broadcast Feature on Purchasing Decisions
BT  - Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)
PB  - Atlantis Press
SP  - 98
EP  - 110
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-465-5_9
DO  - 10.2991/978-94-6463-465-5_9
ID  - Puspitawati2024
ER  -