The Influence of Live Streaming, Content Marketing, Impulse Buying at TikTok Shop on Purchase Decisions for Ortuseight Shoes
Pengaruh Live Streaming, Content Marketing, Impulse Buying di TikTok Shop Terhadap Keputusan Pembelian Sepatu Ortuseight
DOI:
https://doi.org/10.21070/ups.8031Keywords:
Live Streaming, Content Marketing, Impulse Buying, Purchase DecisionAbstract
This study aims to describe the Effect of Live Streaming, Content Marketing, Impulse Buying at TikTok Shop on Purchasing Decisions for Ortuseight Shoes. Quantitative research was utilized in this study. Buyers of Ortuseight Shoes at TikTok Shop were determined to be the population in this study. This study used a non-probability sampling method with a purposive sampling approach, involving 100 respondents as part of the sampling technique. Data was collected through distributing questionnaires using interval measurements, respondents' answers were measured using the Likert Scale. Data analysis in this study was carried out using the PLS (Partial Least Square) - SEM (Structural Equation Modeling) method with the help of software. The results showed that Live Streaming, Content Marketing and Impulse Buying at Tiktok Shop has a positive and significant effect on purchasing decisions for Ortuseight Shoes.
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