Muria Abdul Hamid, Rindana Intan Emeilia, Siti Qona'ah

Pengaruh Live Streaming Terhadap Product Knoeledge Dcelup Chicken Crispy

Introduction

Pengaruh live streaming terhadap product knoeledge dcelup chicken crispy. Penelitian ini mengungkap pengaruh live streaming TikTok terhadap pengetahuan produk Dcelup Chicken Crispy. Dapatkan insight 74% peningkatan knowledge konsumen.

Abstract

Live streaming has become one of the leading features on social media platforms, including TikTok, and is now widely utilized by businesses to promote their products directly and interactively. One local culinary brand, Dcelup Chicken Crispy, takes advantage of this feature to enhance product appeal and consumer knowledge. This study aims to determine the extent to which TikTok live streaming influences the product knowledge of Dcelup Chicken Crispy’s followers.The research is grounded in the Stimulus-Organism-Response (S-O-R) theory, which explains that a stimulus (in this case, live streaming) can influence the organism (followers) and generate a response (product knowledge). This study employed a quantitative method with purposive sampling. A total of 100 respondents, who follow the official TikTok account of Dcelup Chicken Crispy, participated by filling out a questionnaire.The results show that Dcelup Chicken Crispy's TikTok live streaming has a 74% influence on product knowledge, while the remaining 26% is affected by other factors not examined in this study.

Review

The manuscript, "Pengaruh Live Streaming Terhadap Product Knoeledge Dcelup Chicken Crispy," addresses a highly relevant and contemporary topic concerning the impact of live streaming on consumer product knowledge within the context of a local culinary brand utilizing TikTok. The stated objective to determine the extent of influence of TikTok live streaming on product knowledge for Dcelup Chicken Crispy's followers is clear and pertinent to current digital marketing trends. The study appropriately grounds its investigation in the Stimulus-Organism-Response (S-O-R) theory, providing a sound theoretical framework to explain how live streaming acts as a stimulus to influence consumer response in terms of knowledge acquisition. One of the key strengths of this study lies in its practical application, focusing on a specific local culinary brand and its utilization of a popular social media feature. The clear articulation of the research problem and the choice of TikTok, a dominant platform for live streaming, are commendable and reflect current industry practices. The quantitative methodology, employing a questionnaire administered to 100 purposively sampled respondents, allows for a direct and measurable assessment of influence. The finding that TikTok live streaming has a 74% influence on product knowledge provides concrete empirical evidence of the effectiveness of this marketing channel, contributing valuable insights for small and medium-sized enterprises (SMEs) operating in the digital landscape. While the study offers valuable insights, there are several areas that could enhance its academic rigor and impact. The title itself contains a typo, "Product Knoeledge," which should be corrected for clarity. From a methodological standpoint, the relatively small sample size of 100 respondents, obtained via purposive sampling, may limit the generalizability of the findings beyond the specific context of Dcelup Chicken Crispy followers, and further detail on the sampling criteria would be beneficial. Furthermore, while a 74% influence is a strong finding, the abstract would benefit from explicitly stating the statistical method used to quantify this relationship (e.g., type of regression analysis), enhancing methodological transparency. Future research could explore the specific *mechanisms* within live streaming—such as presenter engagement, product demonstration quality, or interactive Q&A—that drive product knowledge, rather than a broad measure of overall influence. Additionally, delving into the "26% other factors" would offer a more comprehensive understanding of product knowledge formation.

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