Pengaruh E-Commerce Live Tiktok Terhadap Keberlangsungan Usaha Toko Pakaian di Pasar Parung
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Perkembangan e-commerce berbasis live streaming, khususnya melalui TikTok Live, telah mengubah pola konsumsi masyarakat dan memengaruhi keberlangsungan usaha di pasar tradisional. Penelitian ini bertujuan untuk mendeskripsikan pengaruh e-commerce Live TikTok terhadap keberlangsungan usaha toko pakaian di Pasar Parung berdasarkan persepsi pedagang. Penelitian menggunakan pendekatan kuantitatif deskriptif dengan teknik pengumpulan data melalui kuesioner berskala Likert lima tingkat. Responden penelitian berjumlah 20 pedagang toko pakaian yang dipilih menggunakan teknik sensus. Analisis data dilakukan menggunakan statistik deskriptif berupa nilai rata-rata dan persentase, serta didukung oleh uji validitas dan reliabilitas instrumen. Hasil penelitian menunjukkan bahwa variabel e-commerce Live TikTok memiliki nilai rata-rata sebesar 4,12 dengan kategori tinggi, yang mengindikasikan bahwa pedagang merasakan pengaruh kuat dari keberadaan TikTok Live. Sebanyak 85 persen responden menyatakan konsumen lebih sering membeli pakaian melalui TikTok Live, dan 80 persen responden merasakan penurunan jumlah pembeli offline. Variabel keberlangsungan usaha memperoleh nilai rata-rata sebesar 4,14 dengan kategori tinggi, yang menunjukkan bahwa meskipun menghadapi tekanan persaingan digital, pedagang masih memiliki kemampuan adaptasi dan optimisme untuk mempertahankan usaha. Penelitian ini menyimpulkan bahwa e-commerce Live TikTok memberikan pengaruh nyata terhadap keberlangsungan usaha toko pakaian di Pasar Parung.
Kata kunci: e-commerce, TikTok Live, pasar tradisional, keberlangsungan usaha, toko pakaian
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DOI: https://doi.org/10.37531/yume.v9i1.11017
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