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All Journal Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Manajemen
Andi Dewi Angreyani
Universitas Negeri Makassar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE EFFECT OF LIVE STREAMING AND CONTENT MARKETING FEATURES ON THE PURCHASE INTENTION OF STUDENTS OF THE FACULTY OF ECONOMICS & BUSINESS, UNIVERSITAS NEGERI MAKASSAR, CLASS OF 2023 ON THE TIKTOK SHOP APPLICATION Fauziah Reski Aprilia; Andi Mustika Amin; Rahmat Riwayat Abadi; Andi Dewi Angreyani
Jurnal Manajemen Vol 6, No 2 (2026): Agustus
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i2.83272

Abstract

Abstract: This study aims to analyze the influence of live streaming and content marketing features on the purchase intention of students of the Faculty of Economics and Business, Makassar State University, class of 2023 on the TikTok Shop application. This study uses a quantitative approach with a survey method. Data were collected by distributing questionnaires to respondents who are active students who use TikTok Shop. The data analysis technique was carried out using multiple linear regression analysis with the help of statistical software. The results of the study indicate that the live streaming feature has a positive and significant effect on students' purchase intention. In addition, content marketing has also been shown to have a positive and significant effect on purchase intention. Simultaneously, the live streaming and content marketing features have a significant influence on students' purchase intention on the TikTok Shop application. These findings indicate that direct interaction through live streaming and the presentation of creative, informative, and relevant content can increase students' interest and desire to make purchases. This research is expected to contribute to the development of digital marketing studies and become a practical reference for business actors in designing effective marketing strategies on social commerce platforms.Keywords: Live streaming, Content Marketing, Purchase Intention, TikTok Shop
Pengaruh Harga Crude Palm Oil dan Debt to Equity Ratio terhadap Return on Equity pada Perusahaan Perkebunan yang Terdaftar di BEI Periode 2020-2024 Humairah Nurul Ilmi; Andi Mustika Amin; Annisa Paramaswary Aslam; Abdul Rahman; Andi Dewi Angreyani
Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Vol. 5 No. 2 (2026): September
Publisher : PT Seval Literindo Kreasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57141/kompeten.v5i2.302

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga CPO dan DER terhadap ROE pada perusahaan subsektor perkebunan yang terdaftar di Bursa Efek Indonesia periode 2020–2024. Penelitian ini menggunakan pendekatan kuantitatif dengan desain kausal, data sekunder, dan teknik purposive sampling sehingga diperoleh 13 perusahaan dengan 65 observasi. Analisis data dilakukan menggunakan regresi data panel dengan Random Effect Model sebagai model terbaik. Hasil penelitian menunjukkan bahwa secara simultan harga Crude Palm Oil dan Debt to Equity Ratio berpengaruh terhadap Return on Equity. Secara parsial, harga CPO berpengaruh positif namun tidak signifikan terhadap ROE, sedangkan DER berpengaruh positif dan signifikan terhadap ROE. Temuan ini menunjukkan bahwa profitabilitas perusahaan subsektor perkebunan lebih dipengaruhi oleh pengelolaan struktur modal dibandingkan perubahan harga CPO. Selain itu, terdapat faktor-faktor lain di luar model penelitian yang turut memengaruhi ROE.
Co-Authors Abadi, Rahmat Riwayat Abdul Rahman Andi Mustika Amin Aslam, Annisa Paramaswary Fauziah Reski Aprilia Humairah Nurul Ilmi