Preprint has been published in a journal as an article
Preprint / Version 1

The Influence of Content Marketing, Customer Review and Live Streaming on Purchasing Decisions on the Tiktokshop Platform


Pengaruh Content Marketing, Customer Review dan Live Streaming Terhadap Keputusan Pembelian pada Platform Tiktokshop

##article.authors##

DOI:

https://doi.org/10.21070/ups.4333

Keywords:

Content Marketing, Customer Review, Live Streaming

Abstract

The purpose of this study is to analyze the influence of content marketing, customer reviews, and live streaming of purchase decisions on the TikTokShop platform. Eligible Sidoarjo residents became the population for the quantitative methodology of this study. There were 100 participants in the sample research. The sampling method is random sample selection, or non-probability Sampling. Google forms and paper surveys are used to obtain the necessary information from respondents. Use the Likert Scale to rank survey questions. SEM techniques are used to analyze data, and Smart PLS version 4.0 is used to perform analysis. The findings show that variables for content marketing, customer review and live streaming have a partial effect on purchasing decisions. Three factors have been shown to have a good impact on purchasing decisions: (1) content relevance, (2) concern for other consumers, and (3) live appeal.

Downloads

Download data is not yet available.

References

Y. Safitri, 2021, “Peran Konten Promosi Spill Outfit di TikTok Pada Perilaku Konsumtif Remaja Putri Surabaya,” Front. Neurosci., vol. 14, no. 1, pp. 5253–5262.

W. S. Ulfa, P. E. Islam, U. N. Surabaya, K. Fikriyah, P. E. Islam, and U. N. Surabaya, 2022, “Analisis Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Muslim Di Tiktok Shop,” J. Ekon. dan Bisnis Islam, vol. 5, no. 2, pp. 106–118.

A. Farera, G. Diarya, and V. Raida, 2023, “Pengaruh Live Streaming Tiktok Terhadap Kepercayaan Konsumen Produk Jims Honey Di Surabaya Dan Dampaknya Pada Keputusan Pembelian,” J. Pendidik. Tata Niaga, vol. 11, no. 2, pp. 125–133.

R. Agistiani et al., 2023, “Live-streaming TikTok: Strategi mahasiswa cerdas untuk meningkatkan pendapatan di era digitalisasi,” J. Manag. Digit. Bus., vol. 3, no. 1, pp. 1–19.

N. Fauziah, 2023, “Pengaruh Konten Digital Marketing Dan Electronic Word Of Mouth Terhadap Minat Beli Di Tiktok Shop Pada Mahasiswa Program Studi Di Manajemen Universitas Buana Perjuangan Karawang,” J. Ilmu Sos. dan Pendidik., vol. 7, no. 1, pp. 2598–9944.

Tugas Setyo Abdinegoro, 2022, “Analisis Keputusan Pembelian Aplikasi Tiktokhsop : Live streaming shopping, customer engaggement, hedonic value dan Fomo(Fear Of Missing Out),” Skripsi, vol. 33, no. 1, pp. 1–12.

D. S. Kencana, 2022, “Pengaruh Social Media Marketing, Online Customer Review, Impulse Buying, Dan Price Discount Terhadap Keputusan Pembelian Pada Tiktok Shop,” Repositoty Sekol. Tinggi Ilmu Ekon. YKPN, no. 8.5.2017.

Anisa, R. R. -, and Nurul Chamidah, 2022, “Pengaruh Word of Mouth Mengenai Live Streaming Tiktok Shop Terhadap Keputusan Pembelian Konsumen,” J. Komun. Pemberdaya., vol. 1, no. 2, pp. 131–143.

I. Ilhamah, R. Pudyaningsih, and N. Akramiah, 2023, “Promosi Penjualan Dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Produk Fashion,” J. EMA, vol. 8, no. 1, p. 95.

E. BR. Simamora, 2023, “Pengaruh Promosi Kreatif Dan Visual Merchandising Terhadap Keputusan Pembelian Produk Jiniso Di Tiktok Shop Pada Masyarakat Kota Medan,” Repos. UHN, pp. 1–29.

A. A. Anggraini and E. N. Hakimah, 2022, “Mendongkrak Pemasaran Melalui Content Marketing Dan Influencer (Studi Pada Bisnis Busana Qomeshop Kota Kediri),” Simanis Simp. Manaj. dan Bisnis, vol. 1, pp. 572–583.

W. Lestari, A. Lukitaningsih, and L. T. H. Hutami, 2022, “Pengaruh Online Customer Review, Online Customer Rating, dan Price Consciousness terhadap Keputusan Pembelian:Studi Pada PelangganTikTok Shop di Kota Yogyakarta,” Al-Kharaj J. Ekon. Keuang. Bisnis Syariah, vol. 5, no. 6, pp. 2358–2368.

S. Rahmayanti and R. Dermawan, 2023, “Seiko : Journal of Management & Business Pengaruh Live Streaming, Content Marketing, dan Online Customer Review Terhadap Keputusan Pembelian pada TikTok Shop di Surabaya,” Seiko J. Manag. Bus., vol. 6, no. 1, pp. 337–344.

R. D. Putri, D. H. Setyawan, R. A. Putra, and F. Ekonomi, 2023 “Pengaruh Iklan Influencer Dan Fitur Live Streaming,” Media Ris. Bisnis Ekon. Sains dan Terap., vol. 1, no. 1, pp. 12–26.

H. Juliana, 2023 “Pengaruh Siaran Langsung Dan Manfaat Yang Dirasakan Terhadap Niat Beli Melalui Kepercayaan Konsumen Pada Aplikasi Tiktok Shop,” Sinomika J. Publ. Ilm. Bid. Ekon. dan Akunt., vol. 1, no. 6, pp. 1517–1538.

A. Valentina, 2023, “Pengaruh Content Marketing, Influencer Dan Online Customer Review Terhadap Keputusan Pembelian Pada Pengguna Media Sosial Tiktok (Studi Kasus Pada Mahasiswa Feb Universitas Islam Malang Angkatan 2019),” Univ. Islam Malang Repos., vol. 4, no. 1, pp. 88–100.

V. Nurayni, 2021, “Pengaruh Jasa Paid Promote Dan Content Marketing Instagram Terhadap Minat Beli Konsumen (Studi Pada Konsumen Bromel Nyoklat),” e – J. Ris. Manaj. Prodi Manaj. Fak. Ekon. dan Bisnis Unisma, pp. 33–44.

H. Resources, A. P. Dewi, W. Hariniati, N. S. Djohari, H. Mintawati, and U. N. Putra, 2023, “Konsumen Dalam Membeli Produk Di Tiktok Shop,” Princ. J. Manag. Leadership, Superv. Hum. Resour., vol. 1, no. 2, pp. 54–65.

A. Valentina, M. Rizal, and R. T. Hardiningtyas, 2023, “Pengaruh Content Marketing Aplikasi Tiktok, Online Customer Review, dan Harga Terhadap Keputusan Pembelian Produk Masker Camille Beauty,” e-Journal Ris. Manaj., vol. 12, no. 2, pp. 590–601.

M. A. Ghoni and E. Soliha, 2022, “Pengaruh Brand Image, Online Customer Review dan Promotion Terhadap Keputusan Pembelian Pada Marketplace Shopee,” J. Mirai Manag., vol. 7, no. 2, pp. 14–22.

A. K. Ginting and K. Harahap, 2022, “Pengaruh Direct Marketing Dan Product Quality Terhadap Repurchase Intention Pada Live Streaming Marketing Shopee Live ( Studi Pada Pengguna Aplikasi Shopee Di Kota Medan ),” J. Soc. Res., vol. 1, no. 8, pp. 500–506.

D. E. R. Amin and K. Fikriyah, 2023, “Pengaruh Live Streamingdan Online Customer Reviewterhadap Keputusan Pembelian Produk Fashionmuslim,” Edunomika, vol. 07, no. 01, pp. 1–11.

E. Al Maidah, D. K. Sari, and U. M. Sidoarjo, 2022, “Pengaruh Price Discount , Fashion Involvement Dan Shopping Lifestyle Terhadap Impulse Buying Pada Pengguna Brand Erigo Apparel Di Sidoarjo,” Balanc. Econ. Business, Manag. Account. J., vol. XIX, no. 2.

W. Tabelessy, 2022, “Minat Beli Konsumen Kedai Blue Shelter Dipengaruhi Oleh Content Marketing Dan Word of Mouth,” EQUILIBIRIA J. Fak. Ekon., vol. 9, no. 2, pp. 179–186.

I. A. D. Putri and K. Fikriyah, 2023, “Pengaruh Influencer Dan Online Customer Review Terhadap Pembelian Impulsif Pada Produk Kosmetik Halal Di Tiktok Shop,” J. Ilm. Edunomika, vol. 07, no. 01, pp. 1–12.

C. Song and Y.-L. Liu, 2021, “The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China,” 23rd Bienn. Conf. Int. Telecommun. Soc., pp. 1–18.

S. M. Nurivananda and Z. Fitriyah, 2023, “Social Media Application Tiktok ( Study On Generation Z Consumers @ Scarlett _ Whitening In Surabaya ) Pengaruh Content Marketing Dan Live Streaming Terhadap Keputusan Pembelian Pada Aplikasi Media Sosial Tiktok ( Studi Pada Konsumen Generasi Z @ Scarlett,” Manag. Stud. Entrep. J., vol. 4, no. 4, pp. 3664–3671.

C. Lystia, R. Winasis, H. S. Widianti, and B. Hadibrata, 2022, “Determinasi Keputusan Pembelian : Harga , Promosi Dan Kualitas Produk ( Literature Review Manajemen Pemasaran ),” J. Ilmu Manaj. Terap., vol. 3, no. 4, pp. 392–403.

Niken Nanincova, 2019, “Pengaruh Kualitas Layanan Terhadap Kepuasan Pelanggan Noach Cafe and Bistro,” Agora, vol. 7, no. 2, pp. 1–5.

D. Komalasari, 2021, Buku Ajar Digital Marketing. Sidoarjo: UMSIDA Press.

R. Ana, 2023, “Penggunaan Fitur Live Streaming Sebagai Marketing Communication,” Manaj. Dewantara, vol. 7, no. 1, pp. 117–128.

E. Rosita, W. Hidayat, and W. Yuliani, 2021, “Uji Validitas Dan Reliabilitas Kuesioner Perilaku Prososial,” FOKUS (Kajian Bimbing. Konseling dalam Pendidikan), vol. 4, no. 4, p. 279.

T. D. Fanulene and D. Soediantono, 2022, “Manajemen Rantai Pasok Pada Industri Pertahanan di Era Industri 4 . 0 dan Digital,” J. Ind. Eng. Manag. Res., vol. 3, no. 4, pp. 77–85.

Downloads

Additional Files

Posted

2024-03-19

Categories

License

Copyright (c) 2024 UMSIDA Preprints Server

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.