Repurchase Intentions in TikTok's Live Streaming for Oclo: Product Quality, Price, and Sales Promotion Influences

Abstract

Live streaming is a form of marketing that is growing rapidly on social media platforms, especially in the TikTok application. Currently, Tiktok Live is one of the best promotional ways for TikTok sellers to sell their products. The various advantages of Tiktok Live are felt by sellers considering that live store broadcasts can be visited by hundreds of thousands of viewers every day, sales increase up to three times and bring in new followers. The fashion business is one thing that has an impact on everyday life because fashion is a necessity, as has been done by Oclo Official, namely conducting live streaming on TikTok to market its products. This research aims to analyze the influence of product quality, price and sales promotions on users' repurchase interest in Oclo live streaming on the TikTok application. This study uses a quantitative approach. Samples were taken using purposive sampling technique, and 100 respondents were taken from live streaming viewers on the official TikTok Oclo. The data analysis techniques used are validity, reliability, multiple linear analysis tests, classical assumption tests, hypothesis tests (t test and f test), and R determination. Multiple Linear Regression Analysis is used to determine the relationship between the independent variables Product Quality (X1), Price (X2), Sales Promotion (X3) and the dependent variable Repurchase Intention (Y).