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Asnawi, Melan Angriani
Universitas Negeri Gorontalo
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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 Andi Juanna Andi Yusniar Mendo Anggraini, Sherina Annisa Aprilia arifin tahir Asriana Asriana, Asriana Banjarnahor, Ari Biki, Syamsul B. Citra Aditya Kusuma Cristian Polamolo Dewi Indrayani Hamin Djakaria, Ririn Djoko Lesmana Radji Endi Rahman Fadel Muhammad, Fadel Fikriawan Fikriawan Fikriawan Idris Yanto Niode Irawati Abdul Irwan Yantu Karmoy, Moh. Fadhel Kiu, Isra Putri Arieka M. Yasin Lanto Miriatin Amali Lisda L. Asi Modanggu, Ibrahim S. Moh. Rifky P. Kadullah Mohamad, Fajar Muslim Mohamad, Thirsa Nasvikran Lukman Rivai Nuku, Wirjan Pansu, Oku Raflin Hinelo Rizan Machmud Robiyati Podungge Sau, Muhamad Fajrin Selvi Selvi Sintiya Uloli Sjahbuddin, Indah Rahmadanti Solly Aryza Srie Isnawaty Pakaya Suleman, Risnawaty Talib, Imelda Nur Septiana Tesa Dewi Gumilang Tineke Wolok Umar, Nurain S. Valentina Monoarfa Villy Epifania Suruata Win, Thinzar Yulinda L. Ismail Yusrin S. Hasan Zainal Abidin Umar