Purchase Decisions Through Purchase Intention for Platycerium Ornamental Plants on TikTok

Abstract

BACKGROUND AND OBJECTIVES

The decline in the production of ornamental ferns, including Platycerium, poses a challenge for business actors, while digital marketing offers opportunities to increase sales. One widely used platform is TikTok, which offers a live-streaming feature that enables direct interaction between sellers and consumers. This study aims to analyze the influence of live streaming, sales promotion, and product quality on purchase decisions for Platycerium ornamental plant products on TikTok, as measured by purchase intention.

METHODS

The population in this study comprises all TikTok users who have seen live streams by Platycerium sellers in Bali. Samples come from populations that meet the following criteria: have purchased Platycerium ornamental plants via TikTok live streaming by business actors in Bali and are at least 18 years old. The sample size was determined using the Roscoe formula, which involves multiplying the number of research variables by 10. The total sample used was 50 respondents. Primary data in this study were obtained through a questionnaire based survey and analyzed using descriptive statistics and Structural Equation Modeling – Partial Least Squares (SEM-PLS).

FINDINGS

The study shows that live streaming has a significant effect on purchase intention. Product quality and sales promotion have a significant effect on purchasing decisions. However, product quality, sales promotion do not have a significant effect on purchase intention. In addition, live streaming, purchase intention also do not have a significant effect on purchase decisions. Purchase intention does not mediate the influence of product quality, live streaming, or sales promotion on purchase decisions.

CONCLUSION

These findings show that Platycerium consumers place greater emphasis on product quality and sales promotion when making purchasing decisions, while live streaming is used to obtain information about plant conditions. Business actors are advised to improve product quality, sales promotion while continuing to use live streaming as a medium to convey product information and interact with consumers in real time. The weaknesses in this study include the limited number of respondents and t use of purchase intention as a mediating variable, which has not mediated the influence of live streaming, sales promotion, and product quality on purchase decisions