Nirmala, Nirmala and Kasran, Muhammad and Dewintari, Putri (2026) The Effect of Live Streaming Interactivity and Influencer Credibility on Purchase Decisions of TikTok Shop Users in Palopo City. The Effect of Live Streaming Interactivity and Influencer Credibility on Purchase Decisions of TikTok Shop Users in Palopo City, 13 (1). pp. 1-16. ISSN 2460-3775
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Abstract
Purpose: This study aims to examine the influence of live streaming interactivity and influencer credibility on purchasing decisions among TikTok Shop users in Palopo City. Design/methodology/approach: This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 109 active TikTok Shop users in Palopo City. The data were analyzed using multiple linear regression with SPSS version 21. Findings: The results indicate that live streaming interactivity and influencer credibility have positive and significant effects on purchasing decisions, both partially and simultaneously. The coefficient of determination (R²) value of 0.609 shows that 60.9% of purchasing decisions are explained by the independent variables included in the model. Research limitations/implications: This study is limited to TikTok Shop users in Palopo City and only examines two independent variables, namely live streaming interactivity and influencer credibility. Future research may include additional variables and broader research locations to improve generalizability. Practical implications: The findings suggest that business actors, sellers, and influencers should enhance interaction quality during live streaming sessions and maintain credibility in delivering product information to strengthen consumer trust and purchasing decisions. Originality/value: This study contributes to the digital marketing literature by examining the combined effect of live streaming interactivity and influencer credibility on purchasing decisions in the local context of Palopo City, Indonesia. Unlike many previous studies that focus on only one factor, this research analyzes both variables simultaneously to provide a more comprehensive understanding of consumer behavior on TikTok Shop.
| Item Type: | Article | |||||||||
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| Uncontrolled Keywords: | Keywords: Digital interactivity; purchasing decisions; influencer credibility; live commerce; online marketing | |||||||||
| Subjects: | Q Science > Q Science (General) | |||||||||
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen | |||||||||
| Depositing User: | Nirmala Rusman | |||||||||
| Date Deposited: | 04 Aug 2026 05:23 | |||||||||
| Last Modified: | 04 Aug 2026 05:23 | |||||||||
| URI: | http://repository.umpalopo.ac.id/id/eprint/6707 |
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