THE EFFECT OF SCARCITY MESSAGES AND NETWORK SIZE ON PURCHASE INTENTION OF SKINCARE PRODUCTS IN TIKTOK LIVE STREAMING
Abstract
This research aims to determine the effect of Message Scarcity and Network Size in Tiktok Shop @somethincofficial, on Somethinc purchase intention among Generation Z. According to iPrice (2020), Somethinc, Skintific, and The Originote on tiktok live streaming, @somethincofficial has a significant presence in the Gen Z market, however with Somethinc having a 13% penetration rate among 18-24 year olds, which this figure is smaller than @skintific_id and @TheOriginote. In this research employed quantitative methods with purposive sampling techniques. The resulut found that the scarcity message variable has an influence on purchase intention with a significance of 0.000. Furthermore, the network size variable has an influence on purchase intention with a significance value of 0.000. And the independent variables (X1) and (X2) have an influence of 40.6% on the dependent variable (Y).
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