INFLUENCE OF LIVE STREAMING, PRODUCT QUALITY, LIFESTYLE, AND FASHION TRENDS ON THRIFT PRODUCT PURCHASE DECISIONS

Diny Aggita Hayuningtyas, Rizal Ula Ananta Fauzi, Hendra Setiawan

Abstract


The development of digital technology has transformed how consumers interact with products, one of which is through the phenomenon of purchasing thrift products marketed via live streaming features on the TikTok application. This research seeks to examine how live streaming, product quality, lifestyle, and fashion trends impact purchasing decisions. of thrift products among the people of Madiun City. This research employs a quantitative approach with purposive sampling technique. The total number of respondents was 387 individuals who had previously purchased thrift products through TikTok. Data collection was carried out using questionnaires, and the analysis involved validity testing, reliability testing, classical assumption testing, multiple linear regression, and hypothesis testing, utilizing SPSS version 25. The findings indicate that, to some extent, live streaming, product quality, lifestyle, and fashion trends have a positive and significant effect on purchase decisions. The suggestion in this study is that future research should add more variables, expand the number of respondents and research areas, and apply more diverse theoretical perspectives, so as to enrich the study of consumer behavior and digital marketing.


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