The Influence of Content Marketing and Live Streaming on Purchase Decisions on TikTok Shop through Purchase Interest as an Intervening Variable (A Case Study of TikTok Shop Users among Students of ITB Widya Gama Lumajang)

Abstract

This study aims to examine the effects of content marketing and live streaming on purchase decisions on TikTok Shop, using purchase intention as an intervening variable (a case study of TikTok Shop users who are students at ITB Widya Gama Lumajang). This research uses a quantitative, explanatory research design. The population consists of TikTok Shop users who are students at ITB Widya Gama Lumajang. Data were collected via an online questionnaire using a nonprobability sampling technique, with 102 respondents. Data analysis was conducted using Partial Least Squares (PLS) version 4. The results show that content marketing, live streaming, and purchase intention significantly influence purchase decisions. Additionally, content marketing and live streaming also have a significant effect on purchase intention. Content marketing and live streaming significantly affect purchase decisions on TikTok Shop through purchase intention as an intervening variable. These findings highlight the importance of optimizing content marketing and live streaming strategies to increase purchase intention and consumer purchase decisions on digital platforms.