THE INFLUENCE OF CONTENT MARKETING, LIVE STREAMING AND E-WOM ON PURCHASING DECISIONS FOR CONSUMERS OF SATTKA BASIC PRODUCTS VIA TIKTOK SHOP
Keywords:
Live Streaming, Content Marketing, Electronic Word Of Mouth, Purchase Decisions
Abstract
Social media is currently used to carry out digital transactions by making purchases on e-commerce. The existence of a live streaming feature via the TikTok application is a new way of promoting for sellers to share the advantages of their products, as well as interesting content that makes consumers interested in buying and is able to provide positive or negative communication or E-WOM related to products shared by consumers after use the product they purchased. This research aims to determine the influence of live streaming, content marketing and E-WOM on purchasing decisions. With the type of causal research and partial test, this research uses primary data with a sample of 38 respondents who use sattka basic products with multiple linear regression analysis analyzed using SPSS 20. The results of the research show that live streaming has a positive and significant effect on purchasing decisions, content marketing has a negative and insignificant effect, and E-WOM has a negative and insignificant effect on purchasing decisions.References
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Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Kamila Putri, A., & Aghniarahma Junia, A. (2023). Pengaruh Live Streaming Dan Electronic Word Of Mouth (Ewom) Terhadap Keputusan Pembelian (Studi Kasus Produk Skintific Melalui Tiktokshop). Annisa Aghniarahma Junia INNOVATIVE: Journal Of Social Science Research, 3, 8238–8248.
Komalasari, D. (2021). Buku Ajar Digital Marketing. In Buku Ajar Digital Marketing. https://doi.org/10.21070/2021/978-623-6081-38-9
Lestari, S. R. I. (2021). Pengaruh Live Streaming, Brand Awareness, Desain Web Dan Brand Image Terhadap Keputusan Pembelian Pada E-Commerce Shopee Di Jakarta Pusat. Neliti.Com, 70. https://www.neliti.com/publications/497462/pengaruh-live-streaming-brand-awareness-desain-web-dan-brand-image-terhadap-kepu
Maulidya Nurivananda, S., Fitriyah, Z., Pembangunan, U., Veteran, N. ", & Timur, J. (2023). The Effect Of Content Marketing And Live Streaming On Purchase Decisions On The Social Media Application Tiktok (Study On Generation Z Consumers @Scarlett_Whitening In Surabaya) Pengaruh Content Marketing Dan Live Streaming Terhadap Keputusan Pembelian Pa. Management Studies and Entrepreneurship Journal, 4(4), 3664–3671. http://journal.yrpipku.com/index.php/msej
Nurhayati, S. (2019). Metodologi Penelitian Praktis.
Pranadewi, A., Hildayanti, S. K., & Emilda, E. (2024). Pengaruh Live Streaming, Harga dan Personal Branding terhadap Keputusan Pembelian Konsumen Pengguna Aplikasi Tiktok. Jurnal Nasional Manajemen Pemasaran & SDM, 5(1), 20–31. https://doi.org/10.47747/jnmpsdm.v5i1.1690
Prastowo, S. L., Djaenudin, E. M., & Apiyanti, N. V. (2023). Pengaruh e-Promotion, Pelayanan, Kemudahan, e-WOM Terhadap Keputusan Pembelian, melalui Perilaku Konsumen pada Marketplace Lazada. Jurnal Ecodemica : Jurnal Ekonomi Manajemen Dan Bisnis, 7(1), 130–141. https://doi.org/10.31294/eco.v7i1.15241
Rahmayanti, S., & Dermawan, R. (2023). Pengaruh Live Streaming, Content Marketing, dan Online Customer Review Terhadap Keputusan Pembelian pada TikTok Shop di Surabaya. SEIKO : Journal of Management & Business, 6(1), 337–344. https://doi.org/10.37531/sejaman.v6i1.2451
Samosir, M. (2022). Pengaruh Celebrity Endorser, Electronic Word of Mouth, Dan Media Sosial Terhadap Keputusan Pembelian Konsumen Scarlett Whitening. Perpustakaan UMBY Kampus 3 WHITENING, 4(1), 88–100. http://eprints.mercubuana-yogya.ac.id/id/eprint/16058
Sanjaya, S., & Budiono, H. (2021). Pengaruh Penggunaan Sosial Media Dan E-Wom Terhadap Keputusan Pembelian Di Mediasi Kepercayaan. Jurnal Manajerial Dan Kewirausahaan, 3(4), 1147. https://doi.org/10.24912/jmk.v3i4.13510
Santosa, A. T. (2019). Pengaruh Kualitas Pelayanan, Kualitas Produk, Store Atmosphere, Dan E-Wom Terhadap Proses Keputusan Pembelian (Survei Terhadap Konsumen Zenbu-House of Mozaru Paris Van Java, Bandung). Jurnal Manajemen Maranatha, 18(2), 148–158. https://doi.org/10.28932/jmm.v18i2.1613
Saputra, G. G., & Fadhilah. (2021). Pengaruh content marketing dan e-wom pada media sosial tiktok terhadap keputusan pembelian generasi z. Jurnal Ekonomi, Keuangan Dan Manajemen Inovasi, 17(3), 505–512. http://eprints.untirta.ac.id/id/eprint/6920
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Ustadriatul Mukarromah, Mirtan Sasmita, & Lilis Rosmiati. (2022). Pengaruh Konten Marketing dan Citra Merek Terhadap Keputusan Pembelian dengan Dimediasi Minat Beli pada Pengguna Aplikasi Tokopedia. MASTER: Jurnal Manajemen Strategik Kewirausahaan, 2(1), 73–84. https://doi.org/10.37366/master.v2i1.444
Yulindasari, E. R., & Fikriyah, K. (2022). Pengaruh e-WoM (Electronic Word of Mouth) terhadap Keputusan Pembelian Kosmetik Halal di Shopee. Journal of Islamic Economics and Finance Studies, 3(1), 55. https://doi.org/10.47700/jiefes.v3i1.4293
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