Live Streaming, Content Marekting, and Experiential Marketing on Purchasing Decisions at Shopee E-commerce in Sidoarjo
Live Streaming, Content Marketing, dan Experiential Marketing terhadap Keputusan Pembelian pada E-commerce Shopee di Sidoarjo
DOI:
https://doi.org/10.21070/ups.7052Keywords:
Live Streaming, Content Marketing, Experietal Marketing, Purchase DecisionsAbstract
This research aims to analyze the Live Streaming, Content Marketing, and Experiential Marketing on purchasing decisions on Shopee e-commerce in Sidoarjo. Using a quantitative approach, data was obtained from 100 respondents who had made transactions on Shopee through distributing questionnaires online. Data were analyzed using the Partial Least Square (PLS) 3.0 method to test the relationship between variables. The research results show that live streaming has a significant influence on purchasing decisions, while content marketing and experiential marketing do not have a significant influence. This research proves the importance of live streaming features in supporting consumer decision making, while content marketing and experiential marketing strategies require further evaluation to increase their effectiveness. This research provides insight for business people in designing more effective marketing strategies in the digital era.
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