PENGARUH PROMOSI MELALUI LIVE STREAMING TIKTOK TERHADAP PENJUALAN ANGGREK

(Studi Kasus di Kebun Anggrek zefa Desa Tlogo Kecamatan Kanigoro Kabupaten Blitar)

Abstrak

Penelitian ini bertujuan menganalisis pengaruh interaksi, kualitas informasi, penawaran promosi, dan kredibilitas host pada live streaming TikTok terhadap penjualan anggrek di Kebun Anggrek Zefa. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 70 responden yang pernah melakukan pembelian melalui live streaming TikTok. Data dikumpulkan menggunakan kuesioner berskala Likert dan dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa secara parsial interaksi (t = 5,367; p = 0,000), kualitas informasi (t = 3,647; p = 0,001), penawaran promosi (t = 4,425; p = 0,000), dan kredibilitas host (t = 3,204; p = 0,002) berpengaruh positif dan signifikan terhadap penjualan. Secara simultan, keempat variabel berpengaruh positif dan signifikan terhadap penjualan dengan nilai F hitung sebesar 103,286 dan signifikansi 0,000. Nilai Adjusted R Square sebesar 0.863 menunjukkan bahwa sebesar 86.3% variasi penjualan dapat dijelaskan oleh interaksi, kualitas informasi, penawaran promosi, dan kredibilitas host, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian

This study aims to analyze the influence of interaction, information quality, promotional offers, and host credibility during TikTok live streaming on the increase in orchid sales at Kebun Anggrek Zefa. This research employed a quantitative approach using a survey method involving 70 respondents who had purchased orchids through TikTok live streaming. Data were collected using a Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination (R²). The results showed that, partially, interaction (t = 5.367; p = 0.000), information quality (t = 3.647; p = 0.001), promotional offers (t = 4.425; p = 0.000), and host credibility (t = 3.204; p = 0.002) had a positive and significant effect on the increase in sales. Simultaneously, these four variables also had a positive and significant effect on sales growth, with an F-value of 103.286 and a significance level of 0.000. The Adjusted R Square value of 0.863 indicates that 86.3% of the variation in sales growth can be explained by interaction, information quality, promotional offers, and host credibility, while the remaining percentage is influenced by other factors outside the research model