Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 9 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

LIVE STREAMING AND ONLINE CUSTOMER REVIEWS IN TIKTOK SHOP PURCHASE DECISIONS

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  • Sindy Tsamrotul Fuadah,
  • Leny Muniroh,
  • Hanif Zaidan Sinaga
Sindy Tsamrotul Fuadah
Faculty of Economics and Business, Ibn Khaldun University, Bogor, Indonesia
Leny Muniroh
Faculty of Economics and Business, Ibn Khaldun University, Bogor, Indonesia
Hanif Zaidan Sinaga
Faculty of Economics and Business, Ibn Khaldun University, Bogor, Indonesia
DOI: https://doi.org/10.2238/n4yfb032

Published 2026-08-21

Keywords

  • Live Streaming,
  • Online Customer Review,
  • Purchase Decision,
  • TikTok Shop,
  • Generation Z

How to Cite

LIVE STREAMING AND ONLINE CUSTOMER REVIEWS IN TIKTOK SHOP PURCHASE DECISIONS. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(9). https://doi.org/10.2238/n4yfb032

Abstract

This study examines the influence of Live Streaming and Online Customer Review on Purchase Decisions among Generation Z TikTok Shop users in Bogor City. The research used a quantitative survey design and purposive sampling, with 100 respondents who were Generation Z residents of Bogor City and had purchased products through TikTok Shop. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) with SmartPLS 4. The measurement model demonstrated satisfactory validity and reliability, with outer loadings ranging from 0.805 to 0.919 and Average Variance Extracted values of 0.764 for Live Streaming, 0.764 for Online Customer Review, and 0.761 for Purchase Decision. The structural model showed that Live Streaming had a positive path coefficient of 0.487 and Online Customer Review had a positive path coefficient of 0.541. Both relationships were significant, with bootstrapping t-statistics of 8.639 and 7.639, respectively, and p-values of 0.000. The model explained 46.8% of Purchase Decision variance. The findings indicate that both real-time selling experiences and peer-generated product information are important determinants of Generation Z purchase decisions on TikTok Shop.
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