Live Streaming and Brand Image on The Purchase Decision of Pixy Compact Powder Products

Abstract

On Purchase Decision of Pixy Compact Powder products among TikTok Shop users in Purwakarta. This research is a descriptive quantitative study. The sample in this research consisted of 97 respondents selected using non-probability sampling with an accidental sampling method. Data was collected using a questionnaire distributed to TikTok Shop users in Purwakarta who had purchased Pixy Compact Powder products. The data obtained was analyzed using validity tests, reliability tests, normality tests, linearity tests, correlation tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination with the help of IBM SPSS version 25 software. The results showed that: 1) Live Streaming has a positive and significant influence on Purchase Decision, 2) Brand Image has a positive and significant influence on Purchase Decision, 3) Live Streaming and Brand Image simultaneously have a significant influence on Purchase Decision, with an Fcount value of 67.792 > Ftable 3.09 and a significance value of 0.000 < 0.05. The coefficient of determination (R Square) is 0.417 or 41.7%, which means that the independent variables simultaneously influence the dependent variable by 41.7%.