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Journal : International Journal of Economics Development Research (IJEDR)

The Effectiveness of Influencer Marketing, Content Marketing, and Electronic Word of Mouth (E-WoM) on Purchasing Decisions for Beauty Products on Shoope Live Streaming Dhea Ariesta; Lilik Indayani; Rita Ambarwati Sukmono
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 1 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i3.4127

Abstract

Selling products via live streaming is something that is increasingly in demand, therefore business actors continue to improve their skills to attract consumers in live streaming sales. This research aims to describeinfluence of the effectiveness Influencer Marketing, Content Marketing, and Electronic Word of Mouth (E-WOM) on Beauty Product Purchasing Decisions on Shoope Live Streaming. With a sample of 100 Shopee application users who have purchased beauty products via live streaming. This research uses quantitative research with a data analysis method using Partial Least Square (PLS) with the Smart-PLS program. The research results show that Influencer Marketing, Content Marketing and Electronic Word of Mouth (E-WOM) has a positive and significant effect on Beauty Product Purchasing Decisions on Shope Live Streaming, so that all hypotheses in this research are accepted. So it is revealed that the variables Influencer Marketing, Content Marketing, and Electronic Word of Mouth can be said to have strong implications for Beauty Product Purchasing Decisions on Shopping Live Streaming. With this, it is hoped that business actors will try to improve the quality of their live streaming so they can attract buyers.
The Effect of Sales Promotion, Product Quality, and E-Word Of Mouth on Shopee Live on Impulsive Buying Behavior Among University Students Naily Fitria Faroha; Rizky Eka Febriansah; Mochamad Rizal Yulianto; Lilik Indayani
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 2 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i2.5041

Abstract

This research aims to determine the influence of sales promotion, product quality, and e-word of mouth on Shopee Live on impulsive buying behavior among Muhammadiyah University Sidoarjo students. The population in this study is all students at the Muhammadiyah University of Sidoarjo who regularly make purchases on Shopee Live. The sample determination method used a purposive sampling method, with a total of 100 respondents. The data analysis technique uses multiple linear regression analysis techniques. The research results show that sales promotion has a positive and significant effect on impulsive buying behavior, product quality has a positive but not significant effect on impulsive buying behavior, while e-word of mouth has a negative and not significant effect on impulsive buying behavior. The research results show that sales promotion, Product quality, and e-word of the mouth simultaneously have a positive and significant influence on impulsive buying behavior.
Co-Authors Achmad Zilmam Sadad Abu Kautsar Adelia, Wahyu Adinda, Taskia Putri Afifah, Faridatul Nur Agil Panji Susilo Ahmed, Zuhal Yussi Al Machfudz Alam, Imam Bahrul Almirah, Olga Violyta Alshaf Pebrianggara Alshaf Pebrianggara Amaliyah, Fitrotul Amelia, Ananda Mety Andira, Delsy Angga Putra Anggita, Vierlyana Anggraini, Elisah Fitri Angraeni, Dian Fransisca Dewi Nur Anwar, Mib Vakul Hadi Aprilia, Rizka Wahyu Aprilya, Arintha Galuh Arif , Fikri Rohman Arini Tri Purwanti Atika Dwi Wardani Atikha Sidhi Cahyana Awalya, Salma Rizky Bachtiar, Muhammad Rizki Bahalwan, Faiz Basysyar Hasna Choirunnisa, Nurussyahidah Chusnah, Yunia Najachatul Citrawati, Fonny Dwi Dalila Ali Al Chotib Darmayanti, Ilga Dewi Davina Avrilia Febrianti Dewi Komala Sari Dewi, Ayu Tri Tungga Dhea Ariesta Dian Bagus Mujisantoso Dwi Nurita Eki Wulanfitri Ellysa Aristha Dewi Erni Fatmawati Errinda Ayu Dwi Pramesti Fahmi, Moh Farahdilla, Sherin Faridatul Nur Afifah Faridatul Nur Afifah Fatimatuz Zahro Fauziah Noralia Fa’una, Dyah Atia Mayang Febriansyah, Rizky Eka Febrianti, Davina Avrilia Firmansyah, Rama Ade Fitria, Lailatul Fitriani, Rizky Dwi Putri Fizza Ainun Yaumil Rahmatika Galuh Ratmana Hanum Gerung, Vido Michael Gumardi, Yuanita Seva Habibatullah, Nida’ul Firda Azhari Hana Fitania Indri Leksono Harijono, Dyah Alifia Wulandhari Herdianto, Moch Sigit Herlinda Maya Kumala Sari, Herlinda Maya Kumala Hermawan, Diky Hidayat , Rahmat Humroh, Faizatul Hutagaluh, Gigih Iin Aniyati Ilmi, Rosa Devi Fitrotin Imaniar, Aprilia Imroatul fauziyah, Imroatul Intan Ainun Majid Irawan, Fahim Ridho Islamia, Nanda Putri Izzatur, Aruni Jamilah, Hafshah Julianto, Rachmat Kholida, Anzely Rohmatul Kiki Amelia, Kiki Kumara Adji Kusuma Kurnia, Indah Nillam Lina Permatasari Mahendra, Aldi Dwi Mahendra, Danar Putra Margie, Maryam Wiyar Mariani, Anti Marta, Aurelia Putri Maulana Hila Julian Salasa Maulidiyah, Nur Laili Meirani, Dhea Nabella Miftahorrotmat, Agus Misti Hariasih Moch Agung Kurniawan Moch Fani Andrian Mochamad Rizal Yulianto Mochammad Ardiyan Firmansyah Moh Mauludin Ihsan Mohammad Rifai Mokhammad Thoriq Al Khaq Muazaroh, Nailahtul Muhammad Haris Rahmadana Muhammad Yani Muhammad Yani Muhammad Yani, Muhammad Mukhammad Yusuf Ridwan Mun'im, Khoiru Nadifah, Khoirun Nadifah Naily Fitria Faroha Natasya Dwi Puspitasari Ningrum, Ridiya Nur Kholidah Nurhasanah, Zenith Nurindrawati, Feny Yuan Nurwanto, Virgiawan nuzulaturrayhan, muhammad Oetarjo, Mas Pramana, Sugianto Eko Prapanca , Detak Priamitra, Caraka Purnami, Charina Laras Puspitasari, Natasya Dwi Putri, Fitriana Salsabila Putri, Novithalya Bella Tiara Rachmawati, Errina Raden Dicky Anugrah Pamungkas Rahmah Setiawati Rahmat Hidayat Rahmat Hidayat Rahmatika , Fizza Ainun Yaumil Rahmawati, Riza Dwi Rifai, Moh Rifdah Abadiyah Rischawati, Novita Rita Ambarwati Sukmono Rizal, As'at Rizal, As’at Rizky Eka Febriansah Rosdiana, Monica Sabnatia Fanani Sadilah, Ainun Saharani, Andina Saifudin, Muhamad Vicky Sari, Elda Premesta setiawan, akhmad david Setyaningrum, Vira Sobirin, Yusuf Subroto, Anggraini Cahyaning Tias Suci Wulandari Sudarso, Satrio Sukmono, Rita Ambrawati Sumartik Sumartik, Sumartik Sumartik Supardi Supardi Supardi Surya Farhan Permadi Suwarno, Adam Jody Suwarno Syafrianda, Adityan Syayidati Mauliah Tinah, Tinah Tinanto, Bagus Tegar Ubaidillah, Hasan Vebia Afni Riszaini Vera Firdaus Viranti, Adelia Eva Wardana, Oktavia Putri WDP, Al Machfudz Widyasmara, Bunga Aulia Yuhanda, Rihadatul Aisy Yulia Ambarsari Yunitasari, Yayuk Zalfa, Khairina Vindy Zuhroh, Siti