Analisis Pengaruh Live Streaming Tiktok Shop Terhadap Keputusan Pembelian Produk Scarlett (Studi Kasus Masyarakat Kecamatan Bengkalis)

This study aims to analyze respondents' perceptions of TikTok Shop Live Streaming, respondents' perceptions of purchase decisions, and the influence of TikTok Shop Live Streaming on purchase decisions for Scarlett products among the community of Bengkalis District. This is a quantitative study using primary data sources (questionnaires). The sampling technique used was Snowball Sampling with a total of 100 respondents. Data were collected by distributing questionnaires to the community of Bengkalis District who had purchased Scarlett products through TikTok Shop Live Streaming. The data were analyzed using validity tests, reliability tests, classical assumption tests, simple linear regression, and t-tests. The results show that respondents' responses to the Live Streaming TikTok Shop variable obtained an average value in the moderate category, with the Promotion Timing indicator obtaining the highest average value of 3.41. Respondents' responses to the Purchase Decision variable were also in the moderate category, with the Purchase Quantity indicator obtaining the highest average value of 3.42. The results of the study conclude that TikTok Shop Live Streaming has a positive and significant effect on purchase decisions. TikTok Shop Live Streaming accounts for 68.9% of the influence, while the remaining 31.1% is influenced by other factors not examined in this study.