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All Journal PROFIT : Jurnal Administrasi Bisnis INTEGRITAS : Jurnal Pengabdian Bisman (Bisnis dan Manajemen): The Journal of Business and Management Jurnal Administrasi Bisnis FISIPOL UNMUL International Journal of Humanities Education and Social Sciences SENTRI: Jurnal Riset Ilmiah Diversity Logic Journal Multidisciplinary International Journal of Economics, Business and Innovation Research Jurnal Aplikasi Bisnis
Rena Feri Wijayanti
Universitas Brawijaya
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PENGARUH LIVE STREAMING DAN CONTENT MARKETING PADA PLATFORM TIKTOK TERHADAP IMPULSE BUYING PADA BRAND ELZATTA Shodiq, Aliffatur Akbar; Wijayanti, Rena Feri; Murtiyanto, Rizky Kurniawan
Jurnal Aplikasi Bisnis Vol. 11 No. 2 (2025)
Publisher : Politeknik Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33795/jab.v11i2.9279

Abstract

The rapid advancement of digital technology has transformed consumer behavior, particularly by increasing impulsive purchasing on social media platforms such as TikTok. One strategic response to this shift is the use of live streaming and content marketing, approaches adopted by the local brand Elzatta through TikTok Shop. However, the effectiveness of these strategies remains limited due to the small number of viewers during live broadcasts and content that lacks distinctiveness. This study examines the influence of live streaming and content marketing on the impulsive buying behavior of TikTok users. A quantitative design with a descriptive approach was employed. Data were collected through purposive sampling from one hundred TikTok users who had viewed Elzatta’s live sessions and interacted with its content. The analysis involved multiple linear regression along with validity, reliability, classical assumption tests, t-tests, and F-tests. The findings show that both live streaming and content marketing have a positive and significant effect on impulsive buying. The coefficient of determination (R²) of 0.709 indicates that the model explains a substantial portion of the variance. The study suggests that audience engagement needs improvement; therefore, the use of moderators and consistent communication in Indonesian is recommended to enhance responsiveness and encourage impulsive purchases.
Optimizing Sensory Marketing and Brand Experience: The Case of Kajoetangan Heritage Village Budiarti, Lina; Wijayanti, Rena Feri; Samboro, Joko
Jurnal Administrasi Bisnis FISIPOL UNMUL Vol 14, No 1 (2026): Jurnal Administrasi Bisnis
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54144/jadbis.v14i1.24800

Abstract

Kajoetangan Heritage Village is a tourist destination in Malang City, East Java Province, Indonesia with a heritage concept that highlights cultural, historical and economic elements. The effective strategic actions of tourist destinations are essential to maintain relevancy amidst competition. One of the strategies that can be implemented is optimizing sensory marketing. Sensory marketing is a marketing strategy that maximizes the stimuli of various senses, namely visual, auditory, olfactory, tactile, and gustatory. This study aims to determine the role of sensory marketing on brand experience and loyalty. This study uses a quantitative approach. A total of 102 respondents who were visitors to Kajoetangan Heritage Village participated in this study utilizing purposive sampling as the sampling technique. Path analysis is used to examine the conceptual model of research. The results provide valuable insights for Kajoetangan Heritage Village to enhance loyalty through brand experience and optimized sensory marketing strategies. Furthermore, this study enriches the theoretical understanding of brand loyalty within the tourism sector by offering strategies to maintain a competitive edge. It demonstrates that marketing activities incorporating sensory stimuli, spanning visual, olfactory, auditory, tactile, and gustatory elements, the more it will enhance the brand experience, thereby fostering deeper loyalty.
Co-Authors Anggara, Dimas Yos Arjo, Tri Ramadani Ayu Sulasari Cahayati, Fira Sabilillah Aprilia Evelina, Tri Yulistyawati Fauzi Ahmad Muda Firdaus, Ridha Imam Suyadi Joni Dwi Pribadi Kartika Indah Permanasari Kusumasasti, Ika Lina Budiarti Lina Budiarti, Lina Lova, Evy Fajriantina Mikona, Martina Putri Mufarikhatin, Khoiri Narasuci, Win Oktora, Yekie Senja Rizky Kurniawan Murtiyanto Samboro, Joko Sanita Dhakirah Setyo Nugroho Shodiq, Aliffatur Akbar Suharyono Suharyono Unarto, Tirto Wardani, Tri Istining Zhulvardyan Armayrishtya