Pengaruh Live Shopping, Host Credibility, dan Product Quality Terhadap Interest Buying Konsumen pada Produk Parfum Scarlett: Studi pada Penonton Live di Akun Tiktok Shop Scarlett Whitening Official

Abstract

This study aims to determine and analyze the influence of Live Shopping, Host Credibility, and Product Quality on consumers' Interest Buying toward Scarlett perfume products at the Scarlett Whitening Official TikTok Shop. This research employed a quantitative approach using an associative research method. The sampling technique used was purposive sampling, with a total sample of 112 respondents. Primary data were collected through questionnaires and analyzed using Multiple Linear Regression Analysis with the assistance of SPSS version 27 software. The results of this study indicate that Live Shopping, Host Credibility, and Product Quality simultaneously have a significant influence on consumers' Interest Buying toward Scarlett perfume products. Partially, Live Shopping has a positive and significant effect on Interest Buying. Host Credibility also has a positive and significant effect on Interest Buying. In addition, Product Quality has a positive and significant effect on Interest Buying. The coefficient of determination (R²) of 52.2% indicates that the variables Live Shopping, Host Credibility, and Product Quality are able to explain 52.2% of the variation in consumers' Interest Buying, while the remaining 47.8% is influenced by other factors outside the scope of this study.