Permata, Arrawinda Putri (2024) The Influence of Marketing Communication Live Streaming on TikTok Account @Somethincmakeup on Consumer Purchasing Decision of Somethinc Makeup Products with Buying Interest as Mediator Variable. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

The internet has become a business platform. In 2021, local brand Somethinc
introduced its makeup products and carried out various promotions via TikTok
social media. As a new entrant, Somethinc Makeup needs to increase its sales so
that it can compete with other local brands. One of the marketing efforts they
make is through live streaming on the TikTok application. This research aims to
determine the influence of marketing communications via live streaming on
TikTok on consumer purchasing decisions, with purchase interest as a mediator.
This research uses the Elaboration Likelihood Model with non-probability
sampling techniques. The sample consisted of 100 individuals aged 18-24 years
who were TikTok users and followers of the @somethincmakeup account, had an
interest in cosmetics, had purchased Somethinc cosmetic products, and had
experience using Somethinc products. This consideration is based on the majority
of TikTok users which are teenagers aged 18 - 24 years, and Somethinc's market
segmentation demographic, namely women aged 15 and older. Hypothesis testing
is carried out using Simple Linear Regression and Multiple Linear Regression by
SPSS.
Based on the research results, it was found; (1) first hypothesis: there is a positive
and significant influence of marketing communications via live streaming on
TikTok (X) on Purchase Decisions (Y) with a significant value of 0.000. (2)
second hypothesis: the live streaming marketing communication variable on
TikTok (X) has a positive and significant effect on Purchase Interest (M) with a
significant value of 0.000, so that the better the marketing communication
activities via live streaming on TikTok (X), the higher the purchase interest. (3)
the third hypothesis is accepted where there is a positive and significant influence
between marketing communications via live streaming on TikTok (X) on
purchasing decisions (Y) which is partially mediated by Purchase Interest (M)
with a significant value of 0.00.
Keywords: Marketing Communication, Consumer Purchasing Decision, TikTok
live Streaming, Somethinc Makeup, and Buying Interest.

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