The Effectiveness of Influencer Marketing, Content Marketing, and Electronic Word Of Mouth (E-WOM) on Purchasing Decisions for Beauty Products on Shoope Live Streaming
Efektivitas Influencer Marketing, Content Marketing, dan Electronic Word Of Mouth (E-WOM) Terhadap Keputusan Pembelian Produk Kecantikan di Shoope Live Streaming
DOI:
https://doi.org/10.21070/ups.4198Keywords:
Influencer Marketing, Content Marketing, Electronic Word Of Mouth (E-WOM)Abstract
Selling products via live streaming is becoming increasingly popular, therefore business people continue to improve their skills to attract consumers in live streaming sales. This research aims to describe the influence of the effectiveness of Influencer Marketing, Content Marketing, and Electronic Word of Mouth (E-WOM) on Beauty Product Purchasing Decisions on Shope Live Streaming. With a sample of 100 Shopee application users who have purchased beauty products via live streaming. This research uses quantitative research with data analysis methods using Partial Least Square (PLS) with the Smart-PLS program. The research results show that Influencer Marketing, Content Marketing and Electronic Word of Mouth (E-WOM) have a positive and significant effect on Beauty Product Purchasing Decisions at Shope Live Streaming, so that all hypotheses in this research are accepted. With this, it is hoped that business actors will try to improve the quality of their live streaming so they can attract buyers.
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