Published: 2026-08-01
Pengaruh Fitur Live Streaming dan Content Marketing terhadap Keputusan Pembelian Konsumen pada Tiktok Shop
DOI: 10.35870/jemsi.v12i4.6943
Abstract
This study aims to analyze the effect of live streaming features and content marketing on consumer purchasing decisions on TikTok Shop, focusing on students of Universitas Almuslim. This study employed a quantitative approach with an associative research design. The population consisted of Universitas Almuslim students, while the sample included 96 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results show that, partially, the live streaming feature has a positive and significant effect on purchasing decisions, with a significance value of 0.024. Furthermore, content marketing also has a positive and significant effect on purchasing decisions, with a significance value of 0.003. Simultaneously, live streaming and content marketing have a significant effect on purchasing decisions, with a significance value of 0.000. The coefficient of determination (R²) of 0.270 indicates that both independent variables explain 27.0% of the variance in purchasing decisions, while the remaining 73.0% is influenced by other factors outside the research model. These findings confirm that consumer purchasing decisions on TikTok Shop are influenced by the quality of digital content and interactive marketing communication.
Keywords
Live Streaming; Content Marketing; Purchasing Decision; TikTok Shop; Consumer Behavior
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 12 No. 4 (2026)
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Section: Articles
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Published: 2026-08-01
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/jemsi.v12i4.6943
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Raihan Raihan, Universitas Almuslim
Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Almuslim, Bireuen, Aceh, Indonesia.
Yusrawati Yusrawati, Universitas Almuslim
Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Almuslim, Bireuen, Aceh, Indonesia.
Al Mahfud Saputra, Universitas Almuslim
Manajemen Ritel, Fakultas Ekonomi, Universitas Almuslim, Bireuen, Aceh, Indonesia.
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