Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 7 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH AKTIVITAS TIKTOK LIVE STREAMING DAN PERCEIVED AUTHENTICITY TERHADAP KEPERCAYAAN PEMBELIAN PRODUK SEPATU AEROSTREET PADA MAHASISWA UNIVERSITAS PAMULANG

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  • Rahmi Lini,
  • Erlangga Yulian,
  • Serli Nur Syabila,
  • Rizky Arianto,
  • Ria Aulia
Rahmi Lini
Universitas Pamulang
Erlangga Yulian
Universitas Pamulang
Serli Nur Syabila
Universitas Pamulang
Rizky Arianto
Universitas Pamulang
Ria Aulia
Universitas Pamulang
DOI: https://doi.org/10.2238/bjkwdk69

Published 2026-06-28

Keywords

  • TikTok Live,
  • Perceived Authenticity,
  • Purchase Trust,
  • Aerostreet,
  • Digital Marketing

How to Cite

PENGARUH AKTIVITAS TIKTOK LIVE STREAMING DAN PERCEIVED AUTHENTICITY TERHADAP KEPERCAYAAN PEMBELIAN PRODUK SEPATU AEROSTREET PADA MAHASISWA UNIVERSITAS PAMULANG. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(7). https://doi.org/10.2238/bjkwdk69

Abstract

This study aims to determine the influence of TikTok Live streaming activities and perceived authenticity on the purchase trust level of Aerostreet shoe products among Universitas Pamulang students. The independent variables in this study include TikTok Live streaming activities (X1) and perceived authenticity (X2), while the dependent variable is purchase trust (Y). Live streaming activities are measured through several indicators, namely host interactivity, in-stream promotions, and host credibility in conveying product information. This study employs a quantitative approach with a survey method administered to Universitas Pamulang students who have watched Aerostreet's Live streaming on TikTok. The research sample consists of 100 respondents selected using a purposive sampling technique. Data collection was conducted by distributing questionnaires with a 1–5 Likert scale. The obtained data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination ($R^2$). The results of this study are expected to provide benefits for the development of digital marketing strategies and serve as a reference for business actors to enhance consumer trust through the TikTok Live streaming feature.
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References

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