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All Journal Jurnal Bisnis dan Manajemen International Journal of Social Science and Business JURNAL ILMIAH M-PROGRESS Majalah Ilmiah Bijak JURNAL PEMASARAN KOMPETITIF JURNAL SeMaRaK Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat DEDIKASI PKM INTERNATIONAL JOURNAL OF EDUCATION, INFORMATION TECHNOLOGY, AND OTHERS Jurnal Ilmiah Swara MaNajemen (Swara Mahasiswa Manajemen) Jurnal Penelitian dan Pengabdian Masyarakat Jurnal Pengabdian kepada Masyarakat : Kreasi Mahasiswa Manajemen Al-Ihtiram: Multidisciplinary Journal of Counseling and Social Research Amanah Mengabdi Jurnal Accounting Unipa Equilibrium Jurnal penelitian Pendidikan dan Ekonomi
Dede Solihin
Universitas Pamulang
Religion Agriculture, Biological Sciences & Forestry Humanities Astronomy Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Physics Social Sciences Other

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PENGARUH LIVE STREAMING DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI Dana Dana; Dede Solihin
EQUILIBRIUM: JURNAL PENELITIAN PENDIDIKAN DAN EKONOMI Vol. 23 No. 2 (2026): Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi
Publisher : Department of Economic Education, Faculty of Teacher Training and Education, the University of Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/cb44wx63

Abstract

Abstract Live streaming and content marketing have become key strategies on digital platforms to capture consumer attention and foster purchase interest. TikTok Shop, as a social commerce platform, leverages these strategies to enhance consumer engagement and drive purchasing decisions. This study aims to examine the influence of live streaming and content marketing on purchase intention and consumer purchasing decisions. A quantitative survey approach was employed, collecting data from 190 TikTok Shop users who had previously made purchases. Data analysis was conducted using Structural Equation Modeling with Partial Least Squares (PLS-SEM). The results indicate that live streaming significantly affects purchase intention but does not directly influence purchasing decisions, while content marketing positively affects both purchase intention and purchasing decisions. Furthermore, purchase intention serves as a significant mediating variable between both strategies and purchasing decisions. These findings imply that digital business practitioners should optimize live streaming interactions and content creativity to strengthen consumer interest and increase conversion rates.   Keywords: live streaming; content marketing; purchase intention; purchase decision
Co-Authors Ade Ratna Sari Ading Sunarto Ahyani Ahyani Ali Maddinsyah Andi Sopandi Asep Sulaeman Dana Dana Darmadi Darmadi Dede Abdurahman Denok Sunarsi Derita Qurbani Derizka Inva Jaswita Desi Prasetiyani Didi Sunardi Endang Sugiarti Estiko Wibawanto Eusebius Mandut Fahmi Fiddilah Ahmad Febby Rahmawaty Hira Maulida Irma Sari Octaviani Karolina Karolina Lidya Pricilla Moh. Sutoro Noto Susanto Prasetyo Kurniawan Priehadi Dhasa Eka Rahmad Setiawan Ratna Dumilah Siti Aprilliani Suwanto Suwanto Wawan Supriyatna Winda Indriyani