The Influence of Live Streaming Strategy and Consumer Behavior on Purchasing Decisions of Fashion Smes on Tiktok Shop

Siti Aninditya; Mulyadi Suhardi

doi:10.61536/escalate.v4i01.426

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The Influence of Live Streaming Strategy and Consumer Behavior on Purchasing Decisions of Fashion Smes on Tiktok Shop

Siti Aninditya, Mulyadi Suhardi

Escalate : Economics and Business Journal2026doi:10.61536/escalate.v4i01.426

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Abstract

TikTok Shop's live streaming drives fashion MSMEs amid Indonesia's social commerce surge. This study examines live streaming strategy and consumer behavior's impact on purchasing decisions using a quantitative survey of 104 purposive-sampled TikTok Shop users buying MSME fashion products. An online ordinal-scale questionnaire was analyzed via non-parametric tests (Spearman correlation, Kruskal-Wallis) and curve estimation. Results show moderate correlation for live streaming (rho=0.512, p=0.000), strong for consumer behavior (rho=0.668, p=0.000), with cubic models yielding R²=0.215 (X1-Y) and R²=0.396 (X2-Y); multicollinearity noted. Both factors synergistically influence decisions, with consumer behavior dominant; MSMEs should optimize interactions and behavioral insights..

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