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All Journal Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat Jurnal Lokabmas Kreatif : Loyalitas Kreatifitas Abdi Masyarakat Kreatif DEDIKASI PKM Indonesian Journal of Society Engagement (IJSE) Jurnal Arastirma Jurnal Penelitian dan Pengabdian Masyarakat Jurnal Intelek Dan Cendikiawan Nusantara Equilibrium Jurnal penelitian Pendidikan dan Ekonomi
Dana Dana
Universitas Pamulang
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice 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 Asep Sulaeman Asrida Warni Tanjung Budi Syamtoro Dede Abdurahman Dede Solihin Didi Sunardi Hestu Nugroho Warasto Isep Amas Priatna Ita Darsita Juhaeri Muhamad Nurhamdi Muhammad Yudha AlHabsyi Muhammad Yutsfa Choizar Novia Susanti Ratna Dumilah Sawukir Sawukir Ugeng Budi Haryoko Yusni Nuryani