PENGARUH LIVE STREAMING DAN DISKON MELALUI EMOSI POSITIF TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BRAND ERIGO DI TIKTOK SHOP

Abstract

This study aims to analyze the effect of live streaming and discounts on consumer purchasing decisions, with positive emotions as a mediating variable, in the context of purchasing Erigo products at TikTok Shop. The research method used is quantitative with a Partial Least Square (PLS) approach. Data were collected through an online questionnaire with a Likert scale and analyzed using a structural model. The results showed that live streaming and discounts had a significant effect on purchasing decisions. In addition, positive emotions are shown to mediate the relationship between the two independent variables and purchasing decisions, which means that a positive experience when watching live streaming or getting a discount increases the likelihood of consumers making a purchase. These findings provide insights for businesses in designing more effective digital marketing strategies.