Author(s)

Listra Jesika Pongratte, Jingli Liu, Monica Dita Pravita Widya Putri, Adouko Paulin

School of Humanities and Social Science, Anhui University of Science and Technology, Huainan, China.

This study aims to examine the effect of promotion via TikTok live streaming on consumer purchase interest in apparel products. This study uses quantitative analysis. The processed data is the result of distributing questionnaires. The sampling method is non-probability sampling and the technique used in collecting respondents is accidental sampling. The data analysis technique used in this study is simple linear regression. Based on the results of data analysis, this study shows that promotion via live streaming TikTok has a positive and significant effect on consumer buying interest in clothing products. The more often consumers watch TikTok live streaming from a particular brand, the greater their interest in buying clothing products from that brand. This research contributes to clothing manufacturers who wish to expand their promotional reach by using the TikTok platform. This research can also help marketers to better understand the factors that influence consumer buying interest and effective promotion strategies via TikTok live streaming.

TikTok, Live Streaming, Promotion, Clothing, Social Media

Pongratte, L. , Liu, J. , Putri, M. and Paulin, A. (2023) The Effect of Promotion via TikTok Live Streaming on Consumers’ Buying Interest in Clothing Products. Open Journal of Social Sciences, 11, 333-347. doi: 10.4236/jss.2023.114024.