Efektivitas Strategi Komunikasi dalam Live Selling di Tiktok terhadap Keputusan Pembelian pada Mahasiswa Universitas Sumatera Utara

Abstract

This research is entitled “The Effectiveness of Communication Strategies in TikTok Live Selling on Purchase Decisions among Students of the University of North Sumatra.” The purpose of this study is to determine the effectiveness of communication strategies used in TikTok live selling, to identify the purchase decisions of University of North Sumatra students toward live selling, and to examine the influence of these communication strategies on students’ purchase decisions.The theories used in this research include Marketing Communication Theory, New Media, TikTok, E-Commerce, Communication Strategy, Purchase Decision, as well as the S-O-R and AIDDA models as the theoretical foundation for examining communication stimuli and consumer responses. This study employs a quantitative approach using a correlational method to determine the presence or absence of a relationship between the independent and dependent variables.The population in this research consists of 33,326 individuals. The sample was selected using the Slovin formula, combined with stratified random sampling and purposive sampling techniques. Data analysis techniques include single-table analysis, crosstable analysis, determination test, and hypothesis testing using Spearman’s Rho Rank-Order Correlation through the SPSS 26.0 application. The hypothesis test results showed a correlation value of 0.251, which, according to Guilford's scale, falls into the low but positive correlation category. This indicates that communication strategies in TikTok live selling have a significant but not dominant influence on the purchasing decisions of students at the University of North Sumatra, with an influence contribution of 6%, while the rest is affected by other factors outside the study. Thus, the alternative hypothesis (Ha) is accepted, meaning there is an effect of communication strategies in TikTok live selling on the purchasing decisions of students at the University of North Sumatra. Communication strategies through real-time interaction, message delivery, and product demonstration serve as supporting factors in shaping consumer attention, interest, and confidence, although they are not the main factors in the purchase decision-making of students at the University of North Sumatra.