THE INFLUENCE OF CONTENT MARKETING, CELEBRITY ENDOSER, LIVE STREAMING ON PURCHASING DECISIONS
Keywords:
Content Marketing, Celebrity Endorser, Live Streaming, Purchase Decision,TikTokAbstract
The research objects are students at the University of 17 August 1945 Surabaya
who use the social media Tiktok and who have shopped at the TikTok Shop. This
research aims to determine how Content Marketing, Celebrity Endorser, Live
Streaming simultaneously influence purchasing decisions after the closure of the
TikTok Shop. This research uses quantitative methods. The research sample was 96
respondents using non-probability sampling techniques. Primary data was obtained
using a questionnaire while secondary data was obtained using literature study.
Data analysis uses instrument tests, classical assumption tests, t tests, F tests,
multiple linear regression tests, determination tests. Based on the research results,
it shows that content marketing influences purchasing decisions after the closure of
the TikTok Shop, celebrity endorsers influence purchasing decisions after the
closure of the TikTok Shop, live streaming influences purchasing decisions after
the closure of the TikTok Shop, Content Marketing, Celebrity Endorser, Live
Streaming simultaneously influence purchase decision after the closure of the
TikTok Shop. The determination results of all independent variables (Content
Marketing, Celebrity Endorser, Live Streaming) contributed 23.3% to the
dependent variable (Purchase Decision) and the remaining 76.7% was influenced
by other variables not included in the research.
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