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Sri Rahmayanti
PPs STIE Amkop Makassar
Social Sciences

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Pengaruh Live Streaming, Content Marketing, dan Online Customer Review Terhadap Keputusan Pembelian pada TikTok Shop di Surabaya Sri Rahmayanti; Rizky Dermawan
SEIKO : Journal of Management & Business Vol 6, No 1 (2023): January - Juny
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v6i1.4716

Abstract

TikTok meluncurkan fitur TikTok Shop agar bisa melanjutkan misinya untuk membahagiakan para penggunanya dengan memberikan kemudahan berbelanja tanpa perlu berpindah aplikasi. Penelitian ini bertujuan untuk mengetahui kontribusi dari live streaming, content marketing, dan online customer review terhadap keputusan pembelian pada TikTok Shop di Surabaya. Penelitian ini memanfaatkan pendekatan kuantitatif dengan populasi adalah pengguna TikTok di Surabaya. Metode penelitian yaitu metode probability sampling yang menentukan sampel dengan teknik purposive sampling. Sampel dipilih sesuai dengan pedoman Ghozali yang menghasilkan sebanyak 112 responden. Dalam menganalis data digunakan metode SEM dengan memanfaatkan alat analisis PLS. Hasil penelitian yang dilakukan menunjukkan bahwa live streaming, content marketing, dan online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian pada TikTok Shop di Surabaya. Kata Kunci: Content Marketing; Keputusan Pembelian; Live Streaming; Online Customer Review. Abstract TikTok launched the TikTok Shop feature so that it can continue its mission to make its users happy by providing convenience for shopping without the need to switch applications. This study aims to determine the contribution of live streaming, content marketing, and online customer reviews to purchasing decisions at the TikTok Shop in Surabaya. This research utilizes a quantitative approach with a population of TikTok users in Surabaya. The research method is the probability sampling method which determines the sample by purposive sampling technique. The sample was selected according to Ghozali's guidelines which resulted in 112 respondents. In analyzing the data, the SEM method was used by utilizing the PLS analysis tool. The results of the research conducted show that live streaming, content marketing, and online customer reviews have a positive and significant effect on purchasing decisions at the TikTok Shop in Surabaya. Keywords: Content Marketing; Live Streaming; Online Customer Review; Purchasing Decision.
Co-Authors Rizky Dermawan