Pengaruh content marketing, live streaming, dan online customer review terhadap purchase intention

Wanda, Aulya Dewi and Fikriah, Nur Laili ORCID: https://orcid.org/0009-0001-6797-8607 (2024) Pengaruh content marketing, live streaming, dan online customer review terhadap purchase intention. Reslaj: Religion Education Social Laa Roiba Journal. ISSN 2716-4691

Text 20586.pdf Download (442kB)

Abstract

Social media platforms like TikTok are extensively utilized by the community to support
their events. In addition to being used for entertainment, many businesses use TikTok as a
platform for online marketing. Making the most of its features to optimize marketing, such as
online customer reviews, live streaming, and content marketing. The purpose of this study is to
ascertain how Brand Jiniso's purchase intention is impacted by content marketing, live
streaming, and online customer reviews. This research employs a quantitative explanatory
methodology and purposive sampling, with 150 potential consumers of the Jiniso brand in
Malang City serving as the sample. Data collection techniques include non-probability sampling
and purposive sampling. In order to collect primary data for this study, questionnaires with a
Likert scale of 1 to 5 were distributed. This study's analysis tool, SmartPLS version 3.0, performs
validity and reliability tests to ascertain the test tool's validity and reliability. It also carries out
model evaluation tests and hypothesis testing to ascertain the degree to which the relationship
between variables is influenced. According to the analysis's findings, online customer reviews, live
streaming, and content marketing all significantly influence consumers' intentions to make
purchases.

Item Type:	Journal Article
Keywords:	Content markering; live streaming; online customer review; purchase intention
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Nur Laili Fikriah
Date Deposited:	04 Nov 2024 09:49

Downloads

Origin of downloads

Actions (login required)

View Item