Pengaruh Live Streaming dan Content Marketing Terhadap Keputusan Pembelian di TIKTOK Shop (Studi Kasus pada Generasi Z)

Abstract

This study aims to determine the effect of live streaming and content marketing on purchasing decisions at tiktok shop (case study on generation z). The data used in this study are primary data and secondary data. Primary data is data obtained first-hand by researchers and secondary data refers to information that has been collected and processed by others, not by the researchers themselves, for specific research purposes. The data collection method used is an interview or questionnaire. The population in this study were all Tiktok shop users. The sample is part of the population selected to represent the entire population. Because it is not possible to examine the entire population, a predetermined sample is taken because the number is unknown with certain criteria including having purchased the product at least 2 times through the Tiktok shop media, at least 16 years old with a minimum high school education. The number of samples in this study were 100 respondents taken using the Lemeshow formula (1997). Data analysis in this study used Multiple Linear Regression Analysis. The results of Hypothesis Testing state that Live streaming has a significant effect on purchasing decisions at tiktok shop (X1) on Purchasing Decisions (Y). Content Marketing has a significant effect on purchasing decisions at the tiktok shop (X2) on Purchasing Decisions (Y).