ANALYSIS OF CONSUMER BEHAVIOR IN PURCHASING ON TIKTOK SHOP TOKOPEDIA LIVE STREAMING ON DOUBLE-DATE PROMOTIONS IN BOGOR CITY

Authors

  • YURIKHA EMERALDA UNIVERSITAS TERBUKA
  • Sabna Ainazah Fatikhah Universitas Terbuka

Abstract

This scientific paper discusses the analysis of consumer behavior in purchasing during the live streaming
program of TikTok Shop Tokopedia on double dates in Bogor City as a moderating variable (a study on
the people of Bogor City). This study aims to determine the influence of the live streaming program of
TikTok Shop Tokopedia on double dates on purchasing decisions in Bogor City. The method used is a
qualitative method with a descriptive approach through literature studies and interview techniques.
Interviews were conducted with 10 informants from 6 sub-districts in Bogor City. After conducting
interviews and literature studies, the research concluded that the live streaming of TikTok Shop Tokopedia
on double dates partially influences consumer behavior in purchasing in Bogor City.

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Published

2024-12-30

Issue

Vol. 1 No. 1 (2024): Reguler Issue ISCEBE

Section

Articles