EXPLORING THE IMPACT OF LIVE STREAMING ON BUYING INTERESTING TIKTOK

Abstract

This study investigates the impact of live streaming on consumer buying interest on TikTok, focusing on the roles of consumer trust and marketing language. Employing a descriptive qualitative approach, the research involved TikTok users in Makassar who had experience purchasing products through TikTok Live. Data were collected through semi-structured interviews with five consumers and non-participant observation of two TikTok Live sellers. The findings reveal that consumer trust is a fundamental factor influencing buying interest, built through honest product demonstrations, transparent communication, responsive interaction, and positive customer reviews during live streaming sessions. In addition, marketing language significantly affects consumers’ emotional responses and purchase decisions. Persuasive expressions indicating scarcity, urgency, and exclusivity, such as “limited stock” and “special discount today,” were found to trigger Fear of Missing Out (FOMO) and encourage impulse buying. The study concludes that consumer trust and marketing language function as interconnected elements in TikTok Live commerce. Trust serves as the foundation of credibility, while persuasive marketing language acts as a catalyst that strengthens engagement and motivates purchasing behavior. These findings offer practical implications for online sellers in designing ethical, transparent, and effective live-streaming strategies.