PENGARUH DAYA TARIK LIVE STREAMING SELLING TIKTOK SHOP TERHADAP KEPUTUSAN PEMBELIAN PRODUK GLAD 2 GLOW ( Studi Terhadap Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Malang Angkatan 2022 )

ABSTRACT
Az-Zahra, Haura'Nahdah. 2026. The Influence of TikTok Shop Live Streaming Selling on Purchase Decisions (A Study of Communication Science Students at the University of Muhammadiyah Malang, Class of 2022). Undergraduate Thesis.

This study aims to analyze the influence of TikTok Shop live streaming selling on the purchase decisions of Glad 2 Glow products among Communication Science students at the University of Muhammadiyah Malang, Class of 2022.
This study employed a quantitative approach using a survey method. The sample was determined through purposive sampling, consisting of 45 students, with an online questionnaire instrument using a Likert scale of 1–4. Data analysis included validity and reliability tests, classical assumption tests, simple linear regression, t-test, and coefficient of determination. The results indicate that live streaming selling has a positive and significant effect on purchase decisions, as evidenced by a regression coefficient of 0.637, a t-count of 3.847 > t-table of 2.015, and a significance level of <0.001. The coefficient of determination (R Square) of 0.256 indicates that live streaming selling contributes 25.6% to purchase decisions, while the remaining 74.4% is influenced by other factors such as product quality, brand trust, and online consumer reviews. Therefore, the hypothesis stating that live streaming selling has an influence on the purchase decisions of Glad 2 Glow products is accepted.