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Noviarafita, Gita Mardhatilla
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Economics, Econometrics & Finance

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The Influence of Live Streaming, Content Marketing, and Online Customer Reviews on Purchase Decisions (A Study on TikTok Shop Ceilo Official) Noviarafita, Gita Mardhatilla; Nirawati, Lia
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.6890

Abstract

This study aims to analyze the influence of Live Streaming, Content Marketing, and Online Customer Review on Purchasing Decisions in purchases via E-commerce on the TikTok Shop application. With a focus on ceilo official followers the method used in this study is associative with a quantitative approach. Data was collected through a questionnaire distributed to 98 respondents with a purposive sampling technique. The results of the study indicate that Live Streaming has a positive and significant effect on Purchasing Decisions. Content Marketing has a positive and significant effect on Purchasing Decisions. However, Online Customer Review does not have a significant effect partially on Purchasing Decisions. However, simultaneously, the three variables have a significant effect on Purchasing Decisions on Ceilo official TikTok Shop.
Co-Authors Lia Nirawati, Lia