Fusvitasari, Vidya Ade (2024) Pengaruh Live Shopping dan Content Marketing terhadap Keputusan Pembelian Konsumen: Studi Kasus Konsumen Tiktok Shop Kota Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

The development of digital technology has brought changes in consumer behavior andbusiness practices, which is a change in consumer behavior from traditional purchases toonline purchases through digital media. TikTok has a role in the world of businesspractices, especially in the development of marketing or advertising that is more modernand follows existing trends called TikTok Shop. This study discusses how live shoppingand content marketing can influence consumer purchasing decisions, a case study ofTikTok Shop consumers in Malang City. The focus of this research is to determine andanalyze the effect of live shopping and content marketing partially and simultaneously. Inaddition, to determine and analyze which of live shopping and content marketing has adominant effect on consumer purchasing decisions for TikTok Shop consumers in MalangCity. The population in this study was TikTok Shop consumers in Malang City with asample of 100 respondents. The sampling method used is probability sampling with arandom sampling method. Data was obtained through distributing questionnaires onlinevia Google Forms. The analysis tool used is SmartPLS v 4.0.9.6 with the PLS (PartialLeast Square) method. The results of this study indicate that live shopping has asignificant and positive influence on consumer purchasing decisions at TikTok Shop inMalang City. Similarly, content marketing has a significant and positive influence onconsumer purchasing decisions at TikTok Shop in Malang City. In addition, live shoppingand content marketing can influence consumer purchasing decisions at TikTok Shop inMalang City. Live shopping has a dominant effect on consumer purchasing decisions atTikTok Shop in Malang City.

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