Pengaruh Live Streaming dan Content Marketing terhadap Keputusan Pembelian Produk di Aplikasi Tiktok Shop (Studi Kasus Mahasiswa IIB Darmajaya)

Abstract

The phenomenon of shifts in consumption patterns and people's shopping behavior is now increasingly visible, especially with the increasing use of digital platforms, especially social media such as TikTok. This study aims to analyze the influence of live streaming and content marketing on product purchasing decisions on the TikTok shop application. The sample of this study used Purposive sampling with the data collection method used being a questionnaire. The causal-explanatory analysis method was used, with a quantitative research method through the distribution of questionnaires to 100 respondents. Data analysis used simple linear regression with the help of SPSS 26. The results of this study state that live streaming and content marketing have a partial effect on product purchasing decisions on TikTok Shop.