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All Journal Indonesian Journal of Islam and Muslim Societies MUQTASID Jurnal Administrasi Bisnis (JABis) Perisai : Islamic Banking and Finance Journal al-Uqud : Journal of Islamic Economics Journal of Economic, Bussines and Accounting (COSTING) Muqtasid: Jurnal Ekonomi dan Perbankan Syariah Journal of Economic, Management, Accounting and Technology (JEMATech) Efektor Inovasi: Jurnal Ilmiah Ilmu Manajemen Jurnal Administrasi dan Manajemen Jurnal Manajerial JENIUS (Jurnal Ilmiah Manajemen Sumber Daya Manusia) Revitalisasi : Jurnal Ilmu Manajemen Management Studies and Entrepreneurship Journal (MSEJ) Jurnal E-Bis: Ekonomi Bisnis JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Academia Open Indonesian Journal of Cultural and Community Development Indonesian Journal of Law and Economics Review Jurnal Disrupsi Bisnis Jurnal Ilmu Manajemen Advantage Indonesian Journal of Innovation Studies Indonesian Journal of Public Policy Review Indonesian Journal of Islamic Studies Journal of Islamic and Muhammadiyah Studies Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Paradoks : Jurnal Ilmu Ekonomi Research Horizon Innovative Technologica: Methodical Research Journal Journal Pemberdayaan Ekonomi dan Masyarakat Journal of Economics and Economic Policy Journal of Micro, Small and Medium Enterprises Ulil Albab Jurnal Ilmu Manajemen
Kumara Adji Kusuma
Universitas Muhammadiyah Sidoarjo
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Journal : Research Horizon

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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 Abbadiyah, Rifdah Abdul Hadi Abiadiyah, Rifdah Aji, Yovan Khrisna Alshaf Pebrianggara Amelia Khusnul Chotima Amelia, Ananda Mety Amin, Muchammad Iqbal Al Arini, Yulita Tri Arumalaita, Dina Asfianto, Firda Oktavia Aureliyah Putri, Ladynah Zarrah bin Ramlan, Syafiq Izwan Binti Nordin, Nadhirah Cahyaningrum , Bunga Dyah Chusna, Nisaul Chusnah, Yunia Najachatul Detak Prapanca Dewi Andriani Dewi Andriani Dewi Komala Sari Dhinin Bella Ira Sari Ditya, Dhiki Arta Efendy, Syahril Effendie , Abdul Haris Fandi Ardiansyah Faruq Ahmad Futaqi Fauline Arizka Putri Firdaus, Nala Alifiyah Firdausi Gita Agustiya Firmansyah, Syafril Adin Fitriyah, Yeni Gitania, Ahmita Dwi Harijono, Dyah Alifia Wulandhari Hasan Ubaidillah Herlinda Maya Kumala Sari, Herlinda Maya Kumala Hidayatulloh Ida Wijayanti Ilmi, Samrotul Imam Fauji, Imam Krisnahadi, Muhammad Rajib Kyki Veronica Anggraeni Lestari , Indah Dwi Lilik Indayani Machdani, Muchlis Dzul Maharani, Febi Putri Mas Oetarjo Mashuri, Muchamad Ali Maulana Rizky Widhiarto Misti Hariasih Mochamad Rizal Yulianto Mochammad Fatur Irawan Mohammad Ridho Mubarok Muhamad Nafik Hadi Ryandono, Muhamad Nafik Nugroho, Mukhamad Aditya Bayu Nur Kholidah Nur Rohmah, Aulia Riza Ainun Oetarjo, Mas Oktaviani, Ika Pamungkas, Nur Cahyo Bagas Payapo, Muhammad Sabilal Akbar Praseno, Hadi Putri, Dhita Eka Ananda Rifdah Abadiyah Risma Septiani Rita Ambarwati Riyandah, Bayu Rafid Rizki Ragil Pamungkas Rizky Eka Febriansah Rosyihin, Farih Ayu Mukhoirotin Sirojul Umma Sabrina, Herdina Safina, Maria Salsabila Putri Agustina Saputra , Marchelino Tryas Sari, Melani Fitria Devita Setiawan, Mochammad Agung Setyowati, Neni Dwi Riris Sinta Listia Siti Jamilah Siti Nur Hidayati Sobirin, Yusuf Sumartik Syafrianda, Adityan Tai Wai, Khoong Taris Dwi Wulandari Teguh Prasetyo Tiga Andina Tuffah Hati Umniyyah Ubaidillah , Hasan Ubaidillah, Hasan Uswatun Nur Lailiya Utami, Siska Putri Vera Firdaus Vera Firdaus Wahyuma, Nukhi Khusna wahyuni wahyuni Wai, Khoong Tai Walidah, Laili Zana Wibowo, Zurna Arifah Masruri Widi, Yodik Lestyo Wijayanti, Ida Yulianita Dwi Safitri Zaenha, Mochamad Abdi Redani