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Journal : Madani: Multidisciplinary Scientific Journal

The Influence of Content Marketing and Live Streaming on Impulse Buying of the Jiniso Brand on TikTok Shop (A Case Study of Generation Z in Gorontalo City) Suleman, Risnawaty; Machmud, Rizan; Ismail, Yulinda L; Asnawi, Melan Angriani
Madani: Jurnal Ilmiah Multidisiplin Vol 4, No 2 (2026): March 2026
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18765867

Abstract

This study aims to determine: (1) the effect of content marketing on impulse buying of the Jiniso brand in TikTok Shop, (2) the effect of live streaming on impulse buying of the Jiniso brand in TikTok Shop, and (3) the effect of content marketing and live streaming on impulse buying. This study used a quantitative approach by distributing questionnaires to 100 respondents who are Generation Z in Gorontalo City. The sampling technique used purposive sampling. Data were analyzed using multiple linear regression with the help of SPSS. The results of the study indicate that: (1) partially, content marketing has a positive and significant effect on impulse buying with a significance value of 0.042 and a calculated t > t table, namely 2.968 > 1.948, (2) live streaming also has a positive and significant effect on impulse buying with a significance value of 0.000 and a calculated t > t table, namely 5.062 > 1.948; and (3) simultaneously, content marketing and live streaming have a significant effect on impulse buying with a significance value of 0.000 and f count > f table, namely 33.701 > 3.09. The coefficient of determination (R²) value of 0.604 indicates that 60.4% of the variation in impulse buying can be explained by content marketing and live streaming, while 39.6% is influenced by other variables not examined in this study.
Co-Authors Abd Rahman Pakaya Abdullah, Amnawati Abdullah, Karmila Abdussamad, Zulfia K. Agil Bahsoan Agus Hakri Bokingo Agus S. Soegoto Agus S. Soegoto Agus Supandi Agustin Sri Mutiara Gani Andi Juanna Andi Yusniar Mendo Angelina Adelwice Walukow Aprilia Massie Arlan Ida Asnawi, Melan Angriani Atika Mustapa Ayantri Biloa Ayu Lestari Biki, Mohamad Rizki Chahyani R Mootalu Citra Aditya Kusuma Citra Ningsih Korompot Daud, Rival David P.E. Saerang David P.E. Saerang Dewi Indrayani Hamin Dina Nurhidayah Angio Djoko Lesmana Radji Dungga, Meriana Franssisca Dungga, Meriyana Fransisca Endi Rahman Erika Hasan Fitri Ramadhani Frili Panambunan Hais Dama Hariyanti, Fina Herlina Rasjid Hula, Ridwan Idham Masri Ishak Idris Yanto Niode Idrus, Fadel H. Al Indriani Suleman Irawati Abdul Isa, Ramlan Amir Katili, Moh. Alwi Korika Fattah Lama, Hadija Y. Lanto Miriatin Amali Madjid, Lia Yustika Makarau, Nita Nathania Maku, Nurlaila Agustin Mamonto, Dwi Lestari Mamonto, Prawinta Mark Brian Moh Owen Palangit Mohamad Rizki Biki Mohammad Andika Tobuhu Mokoagow, Rezza Muh. Dandy Putra Thohir Muhammad Sapta Ramadhan Ginting Suka Muli, Celine Masnita Nia Karim Nilawati Harun Nuur Hazar Zulfiani Marlisa Pakaya, Mutia Dhafiyah J. Pakaya, Naista Larasati Panga, Indrawan Y. Paputungan, Siti Nurianti Peggyta Sintia Tayabu Raflin Hinelo Ramdan K.A Hagu Rezkiawan Tantawi Rezkiawan Tantawi Rhomadona, Intan Riska Febriyani Umar Robiyati Podungge Rudy S Wenas Rudy S. Wenas Rudy S. Wenas Rumopa, Olivia S Sahril Sahril Sartika Uwewengo Selvi Selvi Selvi Selvi Senen, Dwi Mutiara Sintiana Midu Srie Isnawaty Pakaya Suleman, Risnawaty Tineke Wolok Tinneke Wolok Titin S. Pakaya Umin Kango Valentina Monoarfa Win, Thinzar Wiranata, I Dewa Gede Arya Wiyono, Pazrin Wowor, Moh. Afriansyah Yales Bintang Z.A Sutrisno Yasin, Arman Abd. Yulinda L. Ismail Yusrin S. Hasan Zulfia K. Abdussamad