The Influence of Social Media Marketing, Product Quality, and Price Perception on Consumer Purchase Decisions of NVMEE Products Through TikTok’s Live Feature in Surabaya
Quantitative analysis reveals social media marketing and product quality influence purchase decisions, suggesting effective strategies for TikTok Live engagement.
Key Points
Social media marketing significantly impacts consumers' purchase decisions for NVMEE products through TikTok Live.
Purchase decisions are influenced by product quality and price perception, highlighting essential marketing factors.
Data was collected from 96 respondents aged 17–35 years who participated in TikTok Live sessions for NVMEE.
Findings suggest a need for brands to optimize live commerce strategies to enhance competitive advantage.