Pengaruh Content Marketing dan Review Produk terhadap Keputusan Pembelian di Tiktok: Peran Live Streaming sebagai Faktor Pendukung
DOI:
https://doi.org/10.22441/pasti.2025.v19i1.005Keywords:
Content Marketing, Review Product, Live Streaming, Purchase DecisionAbstract
Para pengusaha perlu memberikan perhatian khusus pada cara memasarkan produk mereka untuk menarik minat konsumen dalam membuat keputusan pembelian melalui media sosial TikTok. Berdasarkan laporan APJII (asosiasi penyelenggara jasa internet Indonesia) tahun 2022, sebanyak 87,43% UMKM memanfaatkan teknologi internet dan 89,15% penduduk Indonesia aktif menggunakan media sosial, salah satunya adalah Tiktok dengan pertumbuhan tercepat di Indonesia yaitu sebanyak 99,1 juta pengguna aktif. Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran berbasis konten dan ulasan produk terhadap keputusan pembelian di TikTok dengan streaming langsung sebagai variabel moderasi. Data primer dikumpulkan melalui survei menggunakan kuesioner. Teknik sampling yang diterapkan adalah purposive sampling, dengan jumlah sampel minimum yang dihitung menggunakan rumus Lemeshow, menghasilkan total 120 responden dari masyarakat Jawa Barat yang memiliki akun TikTok, pernah membeli produk karena konten promosi di TikTok, dan pernah menyaksikan live streaming penjualan produk di platform tersebut. Analisis data dilakukan menggunakan metode Smart PLS. Temuan penelitian menunjukkan bahwa pemasaran berbasis konten dan ulasan produk memiliki pengaruh positif terhadap keputusan pembelian. Namun, streaming langsung tidak mampu memoderasi hubungan antara pemasaran konten dan ulasan produk terhadap keputusan pembelian. Meski demikian, streaming langsung sebagai variabel independen tetap memberikan dampak positif terhadap keputusan pembelian di TikTok.
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