Pengaruh Kredibilitas dan Kualitas Pelayanan Host Live terhadap Minat Beli Konsumen di Aplikasi TikTok pada Masyarakat Kecamatan Wringinanom Gresik

Discovery of differences public perceptions in Wringinanom Gresik sub-district regarding the credibility and quality of live host services regarding their purchasing interest as consumers on TikTok application. Aim of this research is to find out: whether the credibility of the live host has an effect on consumer buying interest, whether the quality of the live host's service has an effect on consumer buying interest, and whether the credibility and quality of the live host's service have a simultaneous effect on consumer buying interest. Method used is quantitative method, with data collection technique is distributing questionnaires to 96 respondents. Data analyis using quantitative analysis, classical assumption test, multiple linear analysis, and hypothesis testing (coefficient determination, t test, F test). Results of analysis using t test show that two variables produce ttable value > tcount (1.98580), where credibility is 5.572 and service quality is 4.315. These findings show that both credibility and service quality have a positive effect on consumer buying interest. Apart from that, the F test results show calculated Fcount value (99.298) > Ftable (3.09) which shows that credibility and service quality simultaneously influence consumer buying interest.