PENGARUH CONTENT MARKETING, LIVE STREAMING, DAN FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN PADA TIKTOK SHOP DI INDONESIA

This study aims to determine the effect of content marketing, live streaming, and flash sales on purchasing decisions at TikTok Shop in Indonesia. The independent variables used in this study are content marketing, live streaming, and flash sales, while the dependent variable used in this study is purchasing decisions. This study is a quantitative study with a survey method. The population in this study were all TikTok Shop users in Indonesia, with a sample of all Indonesian consumers who had made online purchases through TikTok Shop. The sampling technique used purposive sampling and the determination of sampling used non-probability sampling with a sample size of 200 respondents. The data collection technique used an online questionnaire, namely a Google form that was distributed online through social media. The data analysis technique used was outer model analysis, inner model analysis and hypothesis testing with the help of SmartPLS software version 3.2.9. The results of this study can be seen that partially content marketing, live streaming, and flash sales have a positive and significant effect on purchasing decisions at TikTok Shop in Indonesia. Then simultaneously content marketing, live streaming, and flash sales together have a positive and significant effect on purchasing decisions at TikTok Shop in Indonesia.
Keywords : Content Marketing, Live Streaming, Flash Sale, Purchase Decision, Tiktok Shop, Indonesia