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

IIJSE
Vol 8 No 3 (2025): Sharia Economics

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.