PENGARUH CONTENT MARKETING DAN LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE

Authors

  • Suci Mulyani Universitas Samudra
  • Suri Amilia Universitas Samudra
  • Dewi Rosa Indah Universitas Samudra

DOI:

https://doi.org/10.24114/niaga.v13i3.64976

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh content marketing dan live streaming terhadap keputusan pembelian mahasiswa Universitas Samudra di Shopee. Penelitian ini menggunakan sampel sebanyak 96 responden mahasiswa Universitas Samudra yang merupakan pengguna Shopee. Metode analisis data menggunakan persamaan  regresi linier berganda, uji t, uji F dan uji koefisien determinasi. Hasil penelitian uji t menyatakan content marketing berpengaruh signifikan terhadap keputusan pembelian mahasiswa Universitas Samudra di Shopee, dimana dari uji t diperoleh nilai t sig. 0,038 < 0,05. Live streaming berpengaruh signifikan terhadap keputusan pembelian mahasiswa Universitas Samudra di Shopee, dimana uji t diperoleh nilai t sig. 0,000 < 0,05.  Hasil uji F menyatakan content marketing dan live streaming secara simultan berpengaruh signifikan terhadap keputusan pembelian mahasiswa Universitas Samudra di Shopee, dimana dari uji F diperoleh nilai F sig. 0,000 < 0,05. Dari analisis koefisien determinasi diketahui bahwa variabel content marketing dan live streaming mempengaruhi keputusan pembelian mahasiswa universitas Samudra di shopee sebesar 0,411 atau 41,1% sedangkan sisanya 58.9% dipengaruhi oleh variabel lain.   Kata Kunci: Content Marketing, Live Streaming, Keputusan Pembelian

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Published

2025-04-25

Issue

Vol. 13 No. 3 (2024): NIAGAWAN VOL 13 NO 3 NOVEMBER 2024

Section

Articles

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Copyright (c) 2025 Suci Mulyani, Suri Amilia, Dewi Rosa Indah

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