Pengaruh Daya Tarik Produk terkait Fenomena Viral UMKM On the Road Terhadap Minat Beli Konsumen
DOI:
https://doi.org/10.58192/ebismen.v5i3.4850Keywords:
product appeal, TikTok live, consumer purchasing interest, MSMEs On the Road, viral marketingAbstract
The acceleration of social media, especially TikTok, has initiated the emergence of a new phenomenon, namely MSMEs On the Road (OTR), which optimizes the live streaming feature as a primary digital marketing instrument. This phenomenon allows products to be widely known through the rapid dissemination of information and attracts consumer attention. In contrast to conventional MSMEs that have fixed business locations. MSMEs On the Road use the concept of mobile sales, or moving locations, so that more interactions between sellers and buyers occur through TikTok Live. These characteristics create a different shopping experience, making it interesting to study in relation to the formation of consumer purchasing interest. This study aims to analyze the influence of Viral marketing and product appeal on consumer purchasing interest in the MSME On the Road phenomenon through TikTok Live. This study uses a quantitative approach with data collection techniques by distributing questionnaires to 30 TikTok user respondents who have watched MSME On the Road live broadcasts. The data were analyzed through validity tests, reliability tests, multiple linear regression analysis, and hypothesis testing (t-test and F-test), using the SPSS version 25 program. The test results show that individually, the variables Viral marketing and Product Appeal have not shown a significant influence. However, both variables simultaneously proved to have a significant influence on consumer purchasing interest. This research confirms that increasing consumer purchasing interest requires a combination of effective digital marketing strategies and increased product appeal. This way, MSMEs can improve the effectiveness of their promotions and product competitiveness on social media. These findings suggest that content virality and product appeal are not the only factors that determine the success of MSME On the Road marketing.
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