Pengaruh Live Streaming Tiktok Shop Terhadap Minat Beli Konsumen Pada Produk Tas Mossdoom (Studi Kasus Mahasiswa Politeknik Negeri Bengkalis)

This study aims to analyze the effect of TikTok Shop live streaming on consumer purchase intention toward Mossdoom bag products among students of Politeknik Negeri Bengkalis. A quantitative associative method using simple linear regression analysis was employed. A sample of 100 respondents was determined through non-probability sampling using the Lemeshow formula from a population of 3,558 active students. Data were collected via a Likert-scale questionnaire and analyzed using SPSS. Live streaming was measured through five indicators (streamer professionalism, interaction, reciprocity, parasocial relationship, and trust), while purchase intention was measured through four indicators (transactional, referential, preferential, and explorative). All instruments were valid and reliable (Cronbach's Alpha > 0.60). Descriptive analysis showed both variables in the high category (mean live streaming = 3.93; purchase intention = 3.87). Regression analysis yielded R = 0.743 and R² = 0.552, indicating that TikTok Shop live streaming explains 55.2% of the variation in purchase intention. The t-test showed t-count (10.99) > t-table (1.984) with a significance of 0.000 < 0.05, confirming that TikTok Shop live streaming has a positive and significant effect on consumer purchase intention toward Mossdoom bag products