PENGARUH LIVE STREAMING DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION MEREK JIMS HONEY YANG DIMEDIASI OLEH NIAT BELI DI TIKTOK SHOP

This study aims to analyze the influence of live streaming and discounts on purchasing decisions for Jims Honey products on the TikTok Shop platform, with purchase intention as a mediating variable. This study was conducted on Jims Honey product customers with a total of 140 respondents, using a quantitative analysis method with a purposive sampling technique. The results of the study indicate that live streaming has a positive and significant influence on purchasing decisions, as well as a positive influence on purchase intentions. Conversely, discounts do not show a significant influence on either purchasing decisions or purchase intentions. Purchase intentions have been shown to be successful in mediating the influence of live streaming on purchasing decisions, but do not function as a mediator between discounts and purchasing decisions.