Anjani, Hanesya Putri (2025) PENGARUH LIVE STREAMING DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN MELALUI ADVERTISING EXPOSURE SEBAGAI VARIABEL INTERVENING PRODUK NPURE DI TIKTOKSHOP. Undergraduate thesis, UPN Vetteran Jawa Timur.
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Abstract
The rapid growth of social media has encouraged companies to implement promotional strategies through digital channels such as live streaming and content marketing. This study aims to examine the influence of live streaming and content marketing on purchase decisions, with advertising exposure serving as an intervening variable, specifically among users of NPURE products marketed via Tiktokhsop. This research employs a quantitative approach with an explanatory design. The subjects of the study are consumers who have purchased NPURE products through Tiktokshop. A purposive sampling technique was used to obtain 100 respondents. Data were collected using an online questionnaire distributed through Google Forms and analyzed using the Partial Least Squares (PLS) method. The findings reveal that both live streaming and content marketing have a significant influence on advertising exposure and purchase decisions. Furthermore, advertising exposure is proven to significantly mediate the relationship between the two independent variables and purchase decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Hanesya Putri Anjani | ||||||||
| Date Deposited: | 23 Jul 2025 02:29 | ||||||||
| Last Modified: | 23 Jul 2025 02:29 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40585 |
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