PENGARUH LIVE STREAMING DAN DISKON MELALUI EMOSI POSITIF TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BRAND ERIGO DI TIKTOK SHOP

Muhammad Rizky Maulana; Muhafidhah Novie; Laily  Muzdalifah; Edita Rachma Kamila

doi:10.34127/jrlab.v14i2.1445

Authors

Muhammad Rizky Maulana Universitas Nahdlatul Ulama Sidoarjo
Muhafidhah Novie Universitas Nahdlatul Ulama Sidoarjo
Laily Muzdalifah Universitas Nahdlatul Ulama Sidoarjo
Edita Rachma Kamila Universitas Nahdlatul Ulama Sidoarjo

DOI:

https://doi.org/10.34127/jrlab.v14i2.1445

Keywords:

Live Streaming, Discount, Positive Emotion, Purchase Decision

Abstract

This study aims to analyze the effect of live streaming and discounts on consumer purchasing decisions, with positive emotions as a mediating variable, in the context of purchasing Erigo products at TikTok Shop. The research method used is quantitative with a Partial Least Square (PLS) approach. Data were collected through an online questionnaire with a Likert scale and analyzed using a structural model. The results showed that live streaming and discounts had a significant effect on purchasing decisions. In addition, positive emotions are shown to mediate the relationship between the two independent variables and purchasing decisions, which means that a positive experience when watching live streaming or getting a discount increases the likelihood of consumers making a purchase. These findings provide insights for businesses in designing more effective digital marketing strategies.

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