The Influence of Customer Engagement and Perceived Interactivity on Purchase Decisions in TikTok Live Commerce of Batik MSMEs in Surakarta

Sofyan Kholilur Rohman, Esti Dwi Rahmawati, Triana Triana

Abstract


Digital technology is changing fast, and this has changed how consumers search for information, communicate with sellers, and decide what to buy. TikTok Live Commerce is one such innovation, allowing Batik SMEs in Surakarta to promote products in real time while building consumer engagement. But how well Live Commerce works doesn't just depend on how products are shown—it also depends on Customer Engagement and Perceived Interactivity during the livestream. This study looks at how Customer Engagement and Perceived Interactivity affect Purchase Decision in TikTok Live Commerce for Batik SMEs in Surakarta. Using a quantitative explanatory approach, a survey was conducted with 100 respondents who had watched and bought Batik products through TikTok Live Commerce. Data were collected with a structured questionnaire and analyzed using multiple linear regression in IBM SPSS Statistics 2026. Results show that Customer Engagement and Perceived Interactivity both have a positive and significant effect on Purchase Decision—meaning more engaged and interactive livestream experiences make consumers more likely to buy Batik products. This study adds to existing knowledge on consumer behavior in Live Commerce and offers practical suggestions for Batik SMEs to improve their digital marketing strategies via TikTok Live.

Keywords


Batik SMEs; Customer Engagement; Perceived Interactivity; Purchase Decision; TikTok Live Commerce.

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