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All Journal JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Ilmiah Pangabdhi Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo Journal of Economic, Bussines and Accounting (COSTING) J-MAS (Jurnal Manajemen dan Sains) SEIKO : Journal of Management & Business YUME : Journal of Management Jurnal Industri Kreatif dan Kewirausahaan Community Development Journal: Jurnal Pengabdian Masyarakat Journal of Management and Bussines (JOMB) Jurnal Sibermas (Sinergi Pemberdayaan Masyarakat) Jurnal Manajemen dan Organisasi Review (MANOR) Jurnal Ilmiah Wahana Pendidikan Oikos - Nomos : Jurnal Kajian Ekonomi dan Bisnis International Journal of Education, Social Studies, And Management (IJESSM) JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Economic Reviews Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Madani: Multidisciplinary Scientific Journal Socius: Social Sciences Research Journal Majapahit Journal of Islamic Finance dan Management Jurnal Pengabdian Masyarakat dan Riset Pendidikan Majapahit Journal of Islamic Finance dan Management As-Syirkah: Islamic Economic & Financial Journal
Yulinda L. Ismail
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Other

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Journal : Madani: Multidisciplinary Scientific Journal

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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 Abdussamad, Zulfia K. Abdussamad, Zulfiah K Agus Hakri Bokingo Akangkung, Fiolita Alansyah H. Mantu Andi Juanna Asnawi, Melan Angriani Asriani Asriani, Asriani Budimansyah, Taufik Akbar Citra Aditya Kusuma Citrawati Fadjar Citron S Payu Cono, Nadillah Eka Putri Djoko Lesmana Radji Elviansri Katili Endi Rahman Erlin. S Uge Fanessa Palantu Faradila Wulandari Potabuga Febriadi Kei Firman Firman Fritania Bonde Gude, Siti Rahmawati Hais Dama Halid, Putri Musyarrafah Hapsawati Taan Haris Danial Hariyanti, Fina Hasan, Syalsa Herlina Rasjid Idris Yanto Niode Indhitya R Padiku Indri Wirahmi Bay Irawati Irawati Isa, Ramlan Amir Katili, Ilham Kei, Febriadi Kiayi, Dewi Fajri Januar Lisda L. Asi M Mansur, Amalia Deviyani Mahmud, Indah Maretya Mahmud, Riansyah Maladjai, Muhamad Gafur Mandiri, Jihan Asmita Marali, Firda Agustin Vurman Melisawati Kau Mia Arista B. Wantu Mohamad Agus Salim Monoarfa Muchtar Ahmad Muhammad Rezky F. Payu Muli, Celine Masnita Nur Ihsan Nue Nur Rahma Junus Nurjihan Zhabrina Dude Nurkamiden, Sukmawati Pagisi, Dhiki Andri Alfian A Pautina, Yazid Bustomin Ratna Dewi Resma Ibrahim Rezky, Muh. Rifal Dukalang Rismawati Hamid Rizan Machmud Robiyati Podungge Samuel, Masita Sani, Andini Putri Sartin H Pontoh Siti Chairunnisa Siti Nur Afni Saman Solly Aryza Sri Indrawaty Nune Sri Widyarti Ali Srie Isnawaty Pakaya Suleman, Risnawaty Suleman, Siti Samsia Sulistiowati Sulistiowati Syam S. Kumaji Talib, Imelda Nur Septiana Tineke Wolok Umin Kango Valentina Monoarfa Villy Epifania Suruata Wantu, Mia Arista B. Yanti Aneta Yazid Bustomin Pautina Yazid Bustomin Pautina Yazid Bustomin Pautina Yuli Isnawati Yunus, Ajeng Nendiah Cahyani Zulfia K. Abdussamad