The Influence of TikTok Live Streaming, Online Customer Reviews, and Brand Awareness on TikTok Shop Glad2Glow Products Purchase Decisions Among Sidoarjo Generation Z

Pengaruh Live Streaming TikTok, Online Customer Review, dan Brand awareness Terhadap Keputusan Pembelian Produk Glad2Glow TikTok Shop Pada Generasi Z Sidoarjo

Abstract

This study analyzes the influence of TikTok live streaming, online customer reviews, and brand awareness on the purchasing decisions of Generation Z consumers regarding Glad2glow products on TikTok Shop in the Sidoarjo region. A quantitative approach was employed. Data were collected by distributing online questionnaires to 104 respondents who had previously purchased and used Glad2glow products. Data analysis involved validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing (using t-tests and F-tests) via IBM SPSS Statistics version 25 software. The results indicate that TikTok live streaming, online customer reviews, and brand awareness all exert a positive and significant influence on purchasing decisions for Glad2glow products. The findings reveal that Generation Z consumers' considerations go beyond mere brand recognition; they are also influenced by direct interactions during TikTok live streams and by the experiential information shared in online customer reviews—factors that boost consumer confidence in the decision to purchase Glad2glow products. Online sellers are advised to give serious attention to these aspects when developing their businesses.