PERAN LIVE STREAMING TIKTOK DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK VANS: STUDI KUALITATIF DI KARAWANG

Abstract

This study explores how live streaming on TikTok and online customer reviews drive purchasing decisions for Vans products in Karawang. Using qualitative and thematic analysis methods, data were collected through observation, document recording, and in-depth interviews with five informants: one Brand Manager of the Vans Karawang outlet, one live streaming host, and three customers. Informants were selected using a purposive sampling technique based on the principle of data saturation. Data analysis followed the six stages of Braun and Clarke's thematic analysis method: understanding the data, creating initial codes, searching for and examining themes, defining and naming themes, and compiling a final report. The study identified five key topics influencing purchasing decisions: changes and adjustments to digital marketing strategies, direct interaction and establishing a social presence, building trust and product credibility, the presenter's ability to introduce the product, and the role of online customer reviews as a form of social validation. The findings suggest that purchasing decisions are shaped by a strong interplay between direct interaction, increased trust, and the acceptance of information during the live streaming session. This research provides benefits by combining Social Presence theory, belief transfer theory, the information adoption model, and the Stimulus–Organism–Response framework to explain the psychological process of purchasing decision-making during live streaming shopping. Furthermore, these findings enrich the knowledge of purchasing decision mechanisms on live commerce platforms in the digital marketing literature and provide academic implications for digital marketing studies, particularly in the context of fashion product marketing on TikTok.