Afifah, Ulfa Miftachul (2024) Pengaruh Content Marketing dan Live Streaming Terhadap Keputusan Pembelian Skincare Skintific Pada E-Commerce Shopee. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

Developments results in internet technology lead to significant changes in societycurrently regarding consumer behavior in shopping which makes sellers changetheir sales and marketing systems to be more modern by using digital marketing,namely creating interesting content based on their desires, needs and followingcurrent trends, conducting live streaming as a form of long-distance interaction inorder to introduce and market its sales so that it can attract potential consumerswhich influence their purchasing decisions. The aim of this study is that todetermine the influence of content marketing and live streaming on purchasingdecisions for Skintific skincare on Shopee e-commerce. Data type in this study wasquantitative data which was processed by using mathematical formulas and inputon a statistical measurement scale. Furthermore, this study used primary dataobtained from distributing questionnaires via Google Form. The populations in thisstudy were people who purchase Skintific skincare products on Shopee e-commercewith an unknown number and the sample size were 140 respondents. The samplingtechnique used non-probability sampling while the sample determination techniqueused purposive sampling. Data analysis in this study used hypothesis testing thatwas the t test by using SPSS 16. The partial result of this study (t test) shows thatthe content marketing variable has a t-count value of 4.785 with a positive valuewith a significance result of 0.000 < 0.005. Therefore, it can be concluded thatcontent marketing has a positive and significant influence on purchasing decisionsfor Skintific skincare products on e-commerce Shopee. In addition, the researchresults for the live streaming variable have a t-calculated value of 5.503 which ispositive with a significance result of 0.000 <0.05. Thus, it can be concluded thatlive streaming has a significant positive influence on Skintific skincare purchasingdecisions on e-commerce Shopee.

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