Digital Persuasion on TikTok Live: Consumer Decisions in Fragrance Purchases

This research focuses on the following constructs:

Live Streaming Attraction

Consumer Buying Interest

Purchase Decision

The purpose of this research is to investigate how the perceived attraction of TikTok Live streaming influences consumer buying interest in local fragrance products. Using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, this study examines how elements such as presenter credibility, entertainment value, interactivity, and visual appeal impact consumer purchase decisions. The theoretical framework incorporates the Stimulus–Organism–Response (SOR) model, Theory of Planned Behavior (TPB), and Technology Acceptance Model (TAM) perspectives.

Data were collected through structured questionnaires from 162 respondents of TikTok Live viewers, with validation conducted through SmartPLS 4.