Faktor Psikologis dan Intensitas Penggunaan Media Sosial Sebagai Prediktor Keputusan Pembelian pada Live Shopping TikTok


  • Rika Wahyuni Universitas Putra Indonesia YPTK Padang
  • Dimas Perdana Oskar Universitas Putra Indonesia YPTK Padang
  • Rina Mariana Universitas Putra Indonesia YPTK Padang
  • Hadi Irfani Universitas Putra Indonesia YPTK Padang
  • Harry Theozard Fikri Universitas Putra Indonesia YPTK Padang




psychological factors, intensity using social media, purchasing decisions, live shopping, housewives


The use of the internet as an online marketing medium which is classified as effective and reaches a large number of internet user communities. Market traffic has increased rapidly because purchasing decisions through online transactions are seen as providing convenience, one of which is using live shopping TikTok. Purchasing is an activity of buying products in the form of goods and services by customers through a complex thought process. The customer will assess and choose the best option. The purpose of the study was to determine whether there is a role for psychological factors and intensity using social media on purchasing decisions in live shopping TikTok. This research uses quantitative research methods. The subjects of this research were 85 housewives in Lubuk Begalung District Padang City selected using a random sampling technique. The data collection methods used are the intensity scale of psychological factors, scale of intensity using social media, and scale of purchasing decisions. Research data analyzed with multiple linear regression by the SPSS 26.0 for Windows. The results showed that: (1) psychological factors and Intensity using social media together on Purchasing decisions in live shopping TikTok with F value = 47,900, R2 = 0,734, dan p = 0,000; (2) there was significant impact of psychological factors on purchasing decisions in live shopping TikTok with beta coefficient = 0,206, t = 2,463and p value = 0,016; and (3) there was significant impact of intensity using social media on Purchasing decisions in live shopping TikTok with beta coefficient = 0,526, t = 6,968 and p value = 0,000. Contribution amounted to 73,4 percent.


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How to Cite

Wahyuni, R. ., Perdana Oskar, D. ., Mariana, R. ., Irfani, H. ., & Theozard Fikri, H. . (2023). Faktor Psikologis dan Intensitas Penggunaan Media Sosial Sebagai Prediktor Keputusan Pembelian pada Live Shopping TikTok. Psyche 165 Journal, 16(3), 161–167. https://doi.org/10.35134/jpsy165.v16i3.254