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Journal : Research Horizon

The Influence of Live Streaming, Content Marketing, and Brand Ambassadors on Purchasing Decisions for Fashion Products on TikTok Safina, Maria; Kusuma, Kumara Adji; Sari, Dewi Komala
Research Horizon Vol. 5 No. 2 (2025): Research Horizon - April 2025
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.5.2.2025.551

Abstract

This study aims to determine the effect of live streaming, content marketing, and brand ambassadors on purchasing decisions for fashion products of Pilotter on the TikTok shopping platform. A quantitative approach was used, with a population consisting of the people of Pasuruan and Sidoarjo. The sample consisted of 100 respondents, selected using a purposive sampling technique based on the criteria of individuals from the Pasuruan and Sidoarjo communities who have purchased the product on the TikTok shopping platform. Data were collected through the distribution of questionnaires. Data analysis was conducted using IBM SPSS Statistics Version 26 for Windows, employing multiple linear regression analysis, validity testing, reliability testing, normality testing, multicollinearity testing, heteroscedasticity testing, t-test, F-test, and coefficient of determination analysis. The results of the study show that live streaming, content marketing, and brand ambassadors influence purchasing decisions. Live streaming and brand ambassadors have a significant effect on purchasing decisions, whereas content marketing does not have a significant effect. The findings imply that businesses should prioritize live streaming strategies and the use of brand ambassadors to enhance purchasing decisions on the TikTok shopping platform.
Co-Authors Abby Gina Boangmanalu, Abby Gina Achmad Taqwimul Khafid Achmad Zilmam Sadad Abu Kautsar Adianto, Titania Elga Afifa Nur Rahma Agung Indra Lesmana Ainun Zariyah Akfinniha, Rizki Akhmad Mulyadi Alimova, Mashhura Toirxonovna Alshaf Pebrianggara Amilatun Nadhifah Apriliyah Andala Rama Putra Barusman Andika, Lintang Pratama Putra Andjani, Salsabilla Andrian Setyo Wibowo Anggraini, Helvina Julia Anggraini, Oktafia Nur Anisa Ayu Karindra Aqhillah Maulitha Kisbiyah Arianti, Dhea Wulan Atnike Nova Sigiro Audri, Della Natasa Auwalina, Roudlotul Ayubi, Mochamad Ayub Al Ayuni Nur Chamila Bachtiar, Muhammad Rizki Baihaqki, Wildhan Ardin Cut Nuraini Detak Prapanca Dewi, Ayu Tri Tungga Dina Mayangsari Dini Anjarwani Dwi Saputri, Cindy Chareynina Emil, Kamila Erisa Al Maidah Evi Rinata Evi Wijayanti Fachrur Rozi Farikha Nur Mafulah Fauzen, Muhammad Febriansah, Risky Eka Fedrica Dellyanti Ferry Irawan, Gusti Elang Firdausi, Heisyah Apriliana Tri Firmansyah, Amirul Zidan Fitanto, Julian Harris Ega Fitriani Fitriani Fitriyah, Silva Nur Lailatul Hadi, Heri Lukman Hidayah, Ika Nurul Hidayati, Fitriana Nurul Illahi, Utami Nur Indah Dwi Lestari Isna Fitria Agustina Istiqlaliyatul Kholiq Izzati, Alisya Maghfiroh Jane Daniels Jannah, Hayyu Nur Januar Ari Ramdan Jumili Arianto Khisamuddin, Muhammad Idrus Khoironi, Affan Krisnahadi, Muhammad Rajib Krisnaningsih, Diah Kumara Adji Kusuma Kurniawan, Ari Lista Kurniawan, Tri Aditya Lilik Indayani M. Suryawinata M. Suryawinata Madani, Yamul Furqaan Al Made Deviani Duaja Margie, Maryam Wiyar Marlinton, Denata Putri Mas Oetarjo Masruroh, Indah Maulana, Rafli Maulida, Reva Rahma Maulidyah, Nur Laila Metha Karina Mirza Hardian Misti Hariasih Mochamad Rizal Yulianto Mohammad Fattah Muhammad Yani, Muhammad Muhammad Yosa Vernanda Muhammad, Prayoga Radhitya Mukhammad Zakkiy Badar Musfiqoh Muzakki, Ilham Nadia Nurifayza Sufiyanti NELIYATI, Neliyati Ningtias, Riska Putri Ayu Nizam Maulana At thaariq Noor Abidin, Fityan Izza Novi Rosita Anggraeni Nur Chamila, Ayuni Nurhayati, Isma Dewi NURSEHA NURSEHA Oetarjo, Mas Oktafiyanti, Intan Dewi Oktaviah, Ainnia Dewi Pramahsuari, Salsa Agwah Prasojo, Galih Priyambodo, Moch Iqbal Pandhu Pujianingsih, Vonny Putri Qur’Ana, Dinda Ucik Rachma Annisa Firdaus Raden Hanif Arga Suryana Ratna Lailatul As’ari Rifdah Abadiyah Rindi Kartika Sari Rini Ayu Agustin Rio Chandra, Rio Rita Ambarwati Rita Ambarwati Sukmono Rizal, As’at Rizky Eka Febriansah Rochmaniah, Ainur Romadhoni, Mega Putri Auliya Rudi Cahyono Safina, Maria Sahri, Vania Berlinda Permata Sari, Ainul Nurma Septiany, Irma Galuh Setiawan, Bayu Dwi Shafarina, Dian Sigit Hermawan Sintha Wahyu Arista Sirajuddin Solekha, Amalia Sriyono Sriyono Sudarso, Satrio Sumartik Supardi Supardi Supardi Sururi, Alfaris Sutri, Sutri Syahputri, Denisa Firlian Syaifuddin, Aldy Hamid Syaifudin, Muhammad Afif Tofan Tri Nugroho Uce Indahyanti Uce Indahyati Vera Firdaus Vernanda Suyono Putri Wildan Nasution Yuhanda, Rihadatul Aisy Zahro, Fatimatuh Zaytun, Anita Al