Pengaruh Kredibilitas Host TikTok Live terhadap Perilaku Konsumtif Produk Body Lotion Whitening Mahasiswa UNTAG Surabaya. (The Effect of TikTok Live Host Credibility on the Consumption Behavior of UNTAG Surabaya Students Towards Whitening Body Lotion Products).

Qorilia, Frisca Asri (2025) Pengaruh Kredibilitas Host TikTok Live terhadap Perilaku Konsumtif Produk Body Lotion Whitening Mahasiswa UNTAG Surabaya. (The Effect of TikTok Live Host Credibility on the Consumption Behavior of UNTAG Surabaya Students Towards Whitening Body Lotion Products). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study examines the effect of TikTok Live host credibility on the consumptive behavior of UNTAG Surabaya students in purchasing whitening body lotion skincare products, which is increasingly relevant as TikTok's use as an interactive digital marketing medium grows. The live streaming feature allows hosts to act as communicators who convey product information in real time, build emotional closeness, and influence purchasing decisions through the credibility they display. Using an associative quantitative approach, this study involved 100 active student respondents selected through purposive sampling, based on their experience of watching TikTok Live and purchasing skincare products through TikTok Shop. The data collection instrument was a four-point Likert scale questionnaire that had been tested for validity and reliability. The results of the analysis show that host credibility which includes expertise, trustworthiness, and attractiveness is perceived positively by students, while consumptive behavior is also in the high category, characterized by impulsive buying tendencies, emotional urges, and the influence of social trends. Simple linear regression analysis produced the equation Y = 3.807 + 0.864X with a significance value of 0.000, indicating a positive and significant influence between host credibility and consumptive behavior. The coefficient of determination of 79.4% confirms that most of the variation in students' consumptive behavior is influenced by host credibility, while the rest is influenced by other factors. Thus, this study concludes that TikTok Live hosts play a strategic role in shaping students' consumptive behavior through the delivery of persuasive, interactive, and convincing information.

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