The Influence of Live Streaming and Content Quality on Purchase Interest in Credifox Products on TikTok Shop

Enggar Widianingrum ; Rani Suryani ; Mahisa Gibran Putra Hermanto
EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS 📅 2025 Vol 18, No 1 🔗 DOI: 10.51903/e-bisnis.v18i1.2540
Abstract
This study aims to analyze the influence of live streaming and content quality on purchase intention for Credifox products on TikTok Shop, both partially and simultaneously. The research employs a quantitative method with a non-probability sampling technique, involving 100 respondents. Data analysis was conducted using statistical quantitative methods and multiple linear regression with the aid of SPSS 25 software. The findings indicate that, partially, live streaming significantly influences purchase intention, with a t-value of 4.571 > t-table 1.985 and a significance level of 0.000 < 0.05. Similarly, content quality also has a significant influence on purchase intention, as shown by a t-value of 3.152 > t-table 1.985 and a significance level of 0.002 < 0.05. Simultaneously, live streaming and content quality have a positive and significant influence on purchase intention for Credifox products on TikTok Shop, with an F-value of 74.834 > F-table 3.100 and a significance level of 0.000 < 0.05.
Keywords
Live streaming Content Quality Purchase Interest
How to Cite

Enggar Widianingrum, et al. (2025). The Influence of Live Streaming and Content Quality on Purchase Interest in Credifox Products on TikTok Shop. EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS, 18(1). https://doi.org/10.51903/e-bisnis.v18i1.2540

Enggar Widianingrum; Rani Suryani; Mahisa Gibran Putra Hermanto, "The Influence of Live Streaming and Content Quality on Purchase Interest in Credifox Products on TikTok Shop," EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS, vol. 18, no. 1, 2025.

Enggar Widianingrum; Rani Suryani; Mahisa Gibran Putra Hermanto. "The Influence of Live Streaming and Content Quality on Purchase Interest in Credifox Products on TikTok Shop." EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS, vol. 18, no. 1, 2025.

Enggar Widianingrum; Rani Suryani; Mahisa Gibran Putra Hermanto. "The Influence of Live Streaming and Content Quality on Purchase Interest in Credifox Products on TikTok Shop." EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS 18, no. 1 (2025).

Enggar Widianingrum, et al. (2025) 'The Influence of Live Streaming and Content Quality on Purchase Interest in Credifox Products on TikTok Shop', EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS, 18(1). doi: 10.51903/e-bisnis.v18i1.2540.

Enggar Widianingrum; Rani Suryani; Mahisa Gibran Putra Hermanto. The Influence of Live Streaming and Content Quality on Purchase Interest in Credifox Products on TikTok Shop. EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS. 2025;18(1).

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