Noviarafita, Gita Mardhatilla (2025) PENGARUH LIVE STREAMING, CONTENT MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada TikTok Shop Ceilo Official). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of Live Streaming, Content Marketing, and Online Customer Review on purchasing decisions on the TikTok Shop E-commerce platform, focusing on Ceilo Official followers. This study uses a quantitative approach with an associative method, which tests the relationship between the variables studied. Data were collected by distributing questionnaires to 98 respondents selected using the purposive sampling technique, namely the selection of samples adjusted to certain criteria, namely those who are Ceilo Official followers on TikTok. The results of the study showed that Live Streaming has a positive and significant influence on purchasing decisions. This shows that live broadcast activities on the TikTok platform can increase consumer interest and trust, thus encouraging them to make purchases. Content Marketing has also been shown to have a positive and significant influence on purchasing decisions. Marketing strategies carried out by presenting interesting and relevant content for consumers can increase purchasing interest. However, Online Customer Review does not show a significant partial influence on purchasing decisions, which means that although consumer reviews can generally influence decisions, in the context of this study, this factor does not play a dominant role. Simultaneously, the three variables are proven to have a significant influence on purchasing decisions. This finding provides important insights for marketers and business actors regarding the effectiveness of using Live Streaming, Content Marketing, and Online Customer Review in influencing purchasing decisions through E-commerce on TikTok Shop. Keywords: Live Streaming, Content Marketing, Online Customer Review, Purchasing Decisions, TikTok Shop, Ceilo Official.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | NOVIARAFITA GITA MARDHATILLA | ||||||||
| Date Deposited: | 20 May 2025 07:22 | ||||||||
| Last Modified: | 20 May 2025 07:22 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36349 |
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