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Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship
Published by Universitas Proklamasi 45 Yogyakarta
ISSN : 2089550X     EISSN : 25276638     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship (JMP) is a periodical scientific journal published by Universitas Proklamasi 45 (UP45) Yogyakarta, Indonesia, twice a year on December and June. This journal is intended to collect and publish a summary of research results, scientific development writings, book reviews, as well as original ideas those are fresh and challenging related to the study of development in management, cooperatives, and entrepreneurship. The JMP editor invites academicians, researchers, and practitioners who have a great interest in the development of scholarship in these fields to submit their best works.
Arjuna Subject : -
Articles 391 Documents
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Pengaruh Content Marketing dan Live Streaming terhadap Minat Beli Es Momoyo di Besuki Situbondo Faiqurrahman Faiqurrahman; Ahmad Hafas Rasyidi; Dassucik Dassucik
Jurnal Maksipreneur Vol 15 No 2 (2026)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmp.v15i2.2642

Abstract

This study was conducted to examine the extent of the influence of content marketing and live streaming on consumers' purchase intention for Es Momoyo products in the Besuki Situbondo area. The research method used was quantitative, with data collected through questionnaires and analyzed using multiple linear regression, as well as validity, reliability, and classical assumption tests. The results of this study indicate that content marketing and live streaming have a positive and significant effect on purchase intention, both partially and simultaneously. To test the significance (significant or not significant) of the influence of content marketing and live streaming on purchase intention, a partial test was conducted when testing the influence of the content marketing variable, which showed that the calculated t value for (X1) was 2.344; the table t value at a 95% confidence level showed a figure of 1.9858. Because the calculated t value > table t value, H0 is rejected and Ha is accepted, which can be interpreted as there being a significant effect of content marketing on purchase intention. The live streaming variable showed that the calculated t value for (X2) was 4.449; the table t value at a 95% confidence level showed a figure of 1.9858. Because the calculated t value > table t value, H0 is rejected and Ha is accepted, which can be interpreted as there being a significant effect of live streaming on purchase intention. From these results, the variable that most dominantly influences purchase intention is live streaming compared to the content marketing variable.

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